US site rises and falls with Brand Beckham

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01/10/2007

Traditional advertising has always used famous personalities to sell anything from perfume to cars. And Brand Beckham has made a huge difference to digital brand building around the world. The former England captain’s move to Major League Soccer (MLS) side, LA Galaxy, boosted the site’s unique visitor total to a million in July 2007, up 117% on the previous year, according to comScore. His arrival in January boosted the unique visitor total for the month to 808,000, a 252% month-on-month increase but when the media focus of Brand Beckham shifted to Spain in March, the number of unique visitors to the MLS site for that month fell to 392,000.

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