Action of Digital Media Relations structured in more phases to arouse a great deal of interest in the release of the Panini Football Players Album 2009/10. Key actions: - Action of video seeding structured in three phases: - Spreading of new contents of the 'making of the ad' ? 1 broadcast per week for 3 weeks. The contents were sent to bloggers, community administrators and target editorial offices. Subsequently, the contents which were no longer new have been shared through videosharing platforms and Facebook. - Diffusion of an article of citizen journalism. Results achieved: Good indexing of contents on Google which contributed to the introduction of the article into news aggregators, thus catching the attention even in cross-cutting groups.