The first football Saint

This is an interesting case study for a Chilean campaign to create the first "Football Saint", by getting fans to light 100,000 candles for him (on a microsite). Belief in the national team was wavering and this campaign succeeded in getting 1.2 million views of the campaign page and 70,000 candles lit for Marcelo Bielsa in the first week. It is a nice example of participation, though I can't help but wish they had lit real candles. Screens just don't have the same impact as real world stuff.
(via Digital Buzz Blog)