Socceranto
What We Did
In order to win coverage for Lulu.com, we invented an international language for football and published the result on Lulu in a book called “Socceranto: Birth Of A Language” at the time of the World Cup.
“Think Inc. has shown again and again that it's better to have a good PR idea than a huge budget...”
—Bob Young, CEO, Lulu.com; co-founder, Red Hat
Outcome
Huge global coverage, both mainstream and viral.
Googling “Socceranto” at one point gave 98,000 results.
Coverage helped Lulu’s traffic grow almost seven-fold in 18 months, while its business grew over 10% a month.
“Punish the Fliegenfanger, banish the Rustico, curse the Baggio and pray for a Fantasista. ”
—Reuters article on Socceranto
Coverage
• Reuters, CNN, Yahoo!,
• BBC TV – both UK and worldwide
• The Guardian, Daily Mirror, The (London) Evening Standard
• The New York Times, The Boston Globe, Fox Sports
• National media in Canada, Australia, Argentina, China, Taiwan, Malaysia, Kenya, etc.
• Russian TV, Spanish TV, etc
Key Points
- 98,000 Google search results.
- Huge global coverage
- Lulu as a business grew by over 10% per month.
Related Projects
Lulu.com:
The Lulu Titlescorer
Creating a web application able to score book titles for their bestseller potential.
