• by Karl Greenberg , June 12, 2008

Athletic shoe maker Puma has launched a mobile marketing program, "Together Everywhere" around the UEFA (Union of European Football Associations) Euro 2008 games.

The effort features ringtone alerts and automatic, free conference calling where fans of different soccer teams can talk sports. The mobile campaign is in 13 different European countries.

Once a supporter has signed up and downloaded a ringtone of a team's celebratory songs or chants, Puma will trigger the ringtone whenever the team scores, and instantly let the supporter take part in a free teleconference with a group of up to 10 predefined friends--whether they are in the stadium, out in the street, in a pub or in front of the TV.

The effort is via BEAM Interactive, Area/code and Phone Valley, TouchWorks, Zed Digital, and Zenith Optimedia. The program is available in the UK, France, Germany, Italy, Spain, the Netherlands, Portugal, Sweden, Poland, Czech Republic, Greece, Austria and Switzerland.

Puma is promoting with press, posters and online advertising. A mobile media banner ad campaign is also running in select markets. All ads include a short or long code to which fans can text the word PUMA in order to sign up. Fans can also sign up via the pumafootball.com Web site.

Supporters will gain access to the program through tags that come with Puma's new v1.08 Tricks boot that hit stores in May. Access is also via Republic of Football advertisements and pumafootball.com.