South Africa, Jan. 7 -- The Carling Black Label Cup, hosted by SAB's Carling Black Label and supported by Caxton Media's FoneWorx, took a simple idea and turned it into a social catalyst that reframed local soccer and redefined the role of football fans.

It was the year following the 2010 Fifa World Cup in South Africa, and there was a slump on the local soccer front. The sport needed an injection, something to get the fans excited about the teams and the players again.

Kaizer Chiefs, Orlando Pirates and ad agency Ogilvy (then Ogilvy & Mather) collaboratively conceptualised a soccer championship where the fans could choose the starting lineup, and win a chance to coach their team in the event.

A sponsor was found in Carling Black Label...