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Produced by Saatchi &amp; Saatchi Wellington to articulate the Adidas brand as globally cool, the promotional apparatus targeted a specific niche of Adidas's company-wide target market known as the `jeeks': male, sports-loving and computer literate 12\u201420-year-olds. More than 43,000 participants downloaded and played in the three-month tournament with the winners, the virtual 15 All Blacks, flown to New Zealand to meet their `real' counterparts. The game and electronic community facilitated a range of consumption and communication experiences for a transnational audience of post-fans in a branded environment which was monitored by the cultural intermediaries at Saatchi &amp; Saatchi on behalf of their client.<\/jats:p>","DOI":"10.1177\/1461444807076978","type":"journal-article","created":{"date-parts":[[2007,5,15]],"date-time":"2007-05-15T07:18:43Z","timestamp":1179213523000},"page":"475-496","source":"Crossref","is-referenced-by-count":17,"title":["Globalization, promotional culture and the production\/consumption of online games: engaging Adidas's `Beat Rugby' Campaign"],"prefix":"10.1177","volume":"9","author":[{"given":"Jay","family":"Scherer","sequence":"first","affiliation":[{"name":"University of Alberta, Canada,"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"179","published-online":{"date-parts":[[2007,6,1]]},"reference":[{"key":"atypb1","volume-title":"The Adidas 2000\/2001 All Blacks Sponsorship'","author":"Adidas","year":"2001"},{"issue":"3","key":"atypb2","first-page":"291","volume":"25","author":"Bakardjieva, M.","year":"2003","journal-title":"Media, Culture & Society"},{"key":"atypb3","volume-title":"The Ecstasy of Communication","author":"Baudrillard, J.","year":"1988"},{"key":"atypb4","volume-title":"Simulacra and Simulation","author":"Baudrillard, J.","year":"1994"},{"key":"atypb5","volume-title":"Distinction: a Social Critique of the Judgement of Taste","author":"Bourdieu, P.","year":"1984"},{"key":"atypb6","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-322-89613-1"},{"key":"atypb7","volume-title":"We Are Not Machines'","author":"Connor, T.","year":"2002"},{"key":"atypb8","volume-title":"Advertising and Consumer Citizenship","author":"Cronin,A.","year":"2000"},{"key":"atypb9","doi-asserted-by":"publisher","DOI":"10.1123\/ssj.8.2.119"},{"key":"atypb10","volume-title":"Production of Culture\/Cultures of Production","author":"du Gay","year":"1997"},{"key":"atypb11","first-page":"37","author":"Eslinger, T.","year":"2001","journal-title":"AdMedia"},{"key":"atypb12","volume-title":"Consumer Culture and Postmodernism","author":"Featherstone, M.","year":"1991"},{"key":"atypb13","doi-asserted-by":"publisher","DOI":"10.7208\/chicago\/9780226924632.001.0001"},{"key":"atypb14","doi-asserted-by":"publisher","DOI":"10.1177\/14614440222226334"},{"key":"atypb15","volume-title":"Football: a Sociology of the Global Game","author":"Giulianotti, R.","year":"1999"},{"key":"atypb16","volume-title":"Sign Wars: the Cluttered Landscape of Advertising","author":"Goldman, R.","year":"1996"},{"key":"atypb17","volume-title":"Bringing it all Back Home: Essays on Cultural Studies","author":"Grossberg, L.","year":"1997"},{"key":"atypb18","first-page":"155","author":"Grover, R.","year":"1998","journal-title":"Business Week"},{"key":"atypb19","unstructured":"Gruneau, R. 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