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Bitmama has used several social networks in an integrated approach to generate a potentially infinite ripple of engagement, with football as the catalyst. The creative strategy revolves around the concept of the kick-off. That is at the heart of a viral event staged at Milan’s Garibaldi station and on YouTube. A passer-by kicks a football, cunningly left unattended at the centre of the hall, and the event unfolds. Within seconds, a proper football pitch has appeared, and the station is transformed into a stadium. As the experience continues, every fan can get involved by kicking off in the Facebook Kick-Off League app, for a chance to win their club’s official shirt.