Although Scotland failed to qualify for the World Cup, the board game manufacturer hired Cloudline PR to promote a song entitled Scotland, Scotland, Jason Scotland - available as a download on the Scottish Quest website and as a CD.
The song celebrated Scots' support for Trinidad and Tobago's Soca Warriors - a team that was in the same group as England. T&T featured a number of Scottish-based players, including the appropriately named Jason Scotland of St Johnstone.
To sell as many CDs and downloads - and as much merchandise - as possible and get the song into the charts.
Strategy and Plan
Scottish first minister Jack McConnell threatened to overshadow the campaign when he was criticised for admitting that he would be rooting for Trinidad and Tobago, not England. Cloudline thus decided to keep press releases tongue-in-cheek, steering away from any political debate about who Scots should support.
Cloudline timed local and national Scottish activity to peak on 15 June, the day of the England vs Trinidad and Tobago match. This included interviews with the song's composer, Richard Melvyn, and one of the board game's creators, entrepreneur Lynne Cadenhead. In Scotland, Cloudline signed up The Sun's north-of-the-border edition as a media partner to promote the song.
To provide the English national media with light relief from stories about Wayne Rooney's foot, the PR team focused on Scotland's enthusiasm for joining the World Cup party, enlisting the support of Clan and Drumma - a bagpipe and drum band that performs in Jacobite costume.
Measurement and Evaluation
The song gained widespread newspaper coverage, including in The Times, Daily Express and The Sun. Radio coverage included Radio Clyde, Radio Forth, Radio Tay and Central FM.
Further broadcast coverage included BBC World Service, BBC News, ITN, GMTV, Sky and British Forces Broadcasting.
Merchandise sold out two days before the England vs Trinidad game. The song reached number two in the Scottish charts and 30 in the UK charts, selling more than 6,000 CDs.
ITV News Scotland correspondent Martin Geissler says the song ‘encompassed Scots' cheeky attitude of supporting two teams: their national side and whoever England are playing'.