Earlier we talked about FIFA 10, the new EA Sports game that was released beginning of October. Together with the game Wieden + Kennedy also created a new online platform, called FIFA Earth. This platform uses live data from the FIFA games that are being played around the world and translates these into a virtual globe. For example you can see how many games have been played (40 million when we took this screenshot!), which virtual clubs are hot and how they rank. The site also links to Twitter and shows football related tweets on the FIFA Buzz section – together with their geo location. We were told that there are plans already to enrich FIFA Earth with more data and functionalities that will blur the borders between the on and offline world of football even further. And it thus sounds like a very promising new Nike+like brand utility.