The 2010 FIFA World Cup in South Africa brought about an opportunity for Saint@RKCR/Y&R to help bring the core creative thought - 'The Most Colourful World Cup Ever'- to life in an interesting way, providing valued content to a wide audience comprising of both football fans and a non-traditional football audience, the big-eventers.

The World Cup is the World?s biggest sporting event, attracting over 1.5 billion casual viewers and fanatical fans alike. It creates cultural landmarks that live beyond the event itself.

We wanted to create a digital experience that captured these moments. Highlighting the quality and vast breadth of the BBC?s coverage - across TV, radio and dozens of BBC sites.

Our TV promo used colour to capture the emotion of the World Cup from the Rainbow Nation. The interactive idea needed to take this to the next level ? using colour to bring live, shareable content to a new audience.

We created the BBC Team Tracker; an interactive wallchart illustrating key moments of every match, visitors could make their own tournament predictions and instantly share them. Every match was covered and key moments populated the site within hours.

It was as much about a township getting electricity for the first time and the culture, food and music of different countries as it was about Van Bronckhorst?s semi-final screamer.

Over 250,000 people interacted with the tool over 5 weeks, peaking at 26,000 per day, with an average dwell time of over 5 and a half minutes. The BBC Team Tracker captured not only the best footballing moments but the essence of the World Cup in a way that only the BBC could do.