Terminator 2: Digital players debate best way to achieve goals

It wasn't just Terminator who went soccer-crazy, with the football fest that was Euro 2004 hogging the nation's attention.

Plenty of major brands got involved in digital marketing surrounding the tournament, as Revolution will showcase in our next issue (September).

It seems that few in the digital sector are talking about much else. For a month at least, the conversation moved swiftly from ROI to Rooney.

That said, not many went as far as online marketing firm dealgroupmedia, which held its inaugural dgmthinktank (see Revolution, June, p10), with Revolution, in Lisbon on the day England played Croatia.

Some lucky digital players were invited to participate in an intensive debate on the issues facing the sector and, if they wanted, catch England's crucial game in the Estadio da Luz.

The debate, chaired by dgm's Adam Black, went well, as you can see on p22 of this issue, and England did the decent thing by rounding off the day with a 4-2 victory.

Alas, there were casualties as Steve Pankhurst, of Barnet FC and Friends Reunited fame, sang himself hoarse trying to get Michael Owen to wake up.

And one member of the party who tried to talk to a group of Croatian fans ended up with a few pints poured over his head.

All this talk of a global digital village is rendered meaningless by a few well-taken goals.

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