Yesterday the Sun hired billboard trucks to drive round Sydney and London, gloating wildly about the medal tally count, using Lara Bingle’s famous campaign used/banned in the UK “Where the bloody hell are you”.
As with many successful viral campaigns, moving and publishing fast with something like this is key. This was a well planned stunt that has leapt into inboxes like crazy. The deliberately provoking message only adds fuel to the fire.
In relation I was amused by one user comment on the BBC site: An Aussie lass married to and Englishman stated (obviously referencing GB medals won in cycling canoeing and sailing), “Yeah, but you won all those medals sitting on your arses.” Hilarious.