Agency Dare has built on the theme of Fallon's TV sponsorship idents, which feature an increasingly frenzied mechanical heart made up of Sony products that represents England fans' passion for the game.
The site, at www.itv-sonyheart.co.uk, goes live to coincide with England's next match against Kazakhstan on Saturday (6 June) and will be complemented by online advertising, red button and mobile activity across the ITV platform. It will run throughout the qualifying matches and throughout the World Cup itself.
Within the heart itself, fans will find comments and opinions pulled from popular football blogs in the UK. They can then respond and submit their opinions, creating debate around football.
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