Federation Internationale de Football Association, Zurich, Switzerland, named ElectricArtists' London-based ElectricBake arm to create buzz for FIFAworldcup.com.
The agency, headquartered in New York, will enlist sports, soccer and fan sites, newsgroup moderators and opinion leaders online to create awareness for the official site of the upcoming 2002 FIFA World Cup.
Once ElectricArtists and ElectricBake identify the most influential soccer fans, the agencies will offer them information and incentives to click through to FIFAworldcup.com. Third-party deals also will be struck to drive traffic to the FIFA tournament site
