New Formula: WC + SM = EF^2

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Conceptbakery launches a new project combining the World Cup event with social marketing leading to “extreme fun.”

Soon after publishing the formula “WC + SM = EF^2” is considered no less earth shattering than once Einstein’s “e=mc^2.”

As in many other cases, randomness played an essential part in this innovation. The preparations for the World Cup (WC) showed that the event can easily be coupled with social marketing (SM) to result into an extreme fun to the power of two (EF^2).

Additional details:

WC = Soccer Fans can experience and share their anticipation of the tournament as well as their take of the tournament at the comedy website (International) and (German only). Friends and family can easily be involved via e-cards.

SM = The hype of the Soccer World Cup does not hide the fact that many people have much more important problems to deals with. The Salus Foundation is a non profit organization that provides children in India with food and education at a cost of about $300 per child. 10% of all eventual proceeds of Send A Player will be donated to the foundation. Send A Player also includes a link to donate to the Organization directly.

EF^2 = The combination of the WC and SM components leads to extreme fun to the power of two. Send A Player makes its visitors smile. It lets the visitors interact with their friends and family and makes them smile. On top of everything else it supports poor children and hopefully brings a smile into their faces as well.

Send A Player was created by conceptbakery llc. Klaus Holzapfel, the managing partner of conceptbakery states: “The World Cup is the largest stage for marketers in 2006. People are getting bombarded with meaningless messages left and right. We had to do something. Our e-card generator with its funny twist appears to be a nice fit for a widespread audience. Fortunately we were able to pull this project off in a very short period of time. We are very excited about the opportunity to support the Sulaxmi School for Girls.”

About conceptbakery llc

Located in Torrance, CA, conceptbakery is a guerrilla and cross media marketing agency that is run by soccer fans that can’t help but follow every aspect of the World Cup. Additional information at

About the Salus Foundation

Founded in 2003 by Hans Hageman, the Salus Foundation provides financial support to the Sulaxmi School for Girls and other programs dedicated to improving the education and health of disadvantaged children and their families. Additional information at


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Klaus Holzapfel
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