Puma has launched a new site to support the World Cup, which features 12 German bloggers from cities all around the country. Visit the site at: Adoptagerman.com. The site describes the campaign as follows:
"In their roles as ambassadors, they will tour Europe promoting a modern
and unexpected view of Germany while welcoming football fans to the
many delights the host nation has to offer this summer."
I think it's interesting that Puma would choose a little bit different angle. I've seen a number of World Cup sites being released over the last several weeks, and many of them are all the same, with obligatory advergames and standard sports stuff. However, I'm not sure where the "adoption" angle comes in, and the connection with Puma is very minimal. I also wish they had allowed the bloggers to customize the design and features of their blogs, to build more personality into them.
Regardless, it's an effort with some imagination, and worth checking out!