Host, the ad agency, has launched a website that invites football fans to nominate 11 players that they believe are most likely to engage in dirty tactics during the FIFA World Cup.
Unlike the usual fantasy leagues that award points for goals or assists, the Fantasy Cheaters League site scores players on diving, feigning injury, handball, yard stealing and time wasting.
The agency said most points will be awarded to “moments of utter filth, times of unforeseeable but creative cheating”.
Frank Bethel, Host brand planning director, said: “The World Cup is the biggest and greatest sporting event there is. But amidst the memorable football that’s played there’s always controversial moments like Maradona’s Hand of God, Australia’s cruel fate at the hands of Fabio Grosso and the Italians last time around, or indeed England’s exit which Christian Ronaldo’s infamous wink played a part in.
“It’s this kind of stuff that people talk about days, months and years later, and we thought it was a great opportunity to tap into the audience’s desire to connect with other fans and express their opinions and frustrations.”
Host chief executive, Anthony Freedman, said so far the site has had participants sign up from Australia, the UK, the US, India and Canada. “The Fantasy Cheaters League allows us to have some fun with the world’s biggest sporting event and continue to learn about how to communicate with and engage people.”
The site’s being supported on Facebook and Twitter.