If Puma was interested in getting this campaign viral, they should be using some of their social media assets. When I visited the location a few days ago they had hundreds of tourists taking photos but there was no real information as to what the event was about.
Some basic elements were ignored in their current MyCoke Rewards promotions which they are also using AdWords to buy traffic to increase its audience, but are their promotional partners getting a full benefit?
The task is massive as even from just the online perspective of the number of agencies who currently handle search optimisation, social media, web analytics, link building, domains and web hosting is more than a mammoth effort to be centralised and even get reviewed.
Based on the top selling items they are missing the "zhu zhu pets" audience and many of the other items listed on their competitors websites as popular selling products.
This is just for the US market which demonstrates how seriously they want to win marketshare off the Apple iPhone.
Razorfish is a very successful digital marketing agencies which in 2008 alone winning over 75 creative awards now part of Publicis Groupe