**As published at digiday:DAILY**

What’s That App Called? ESPN 2010 World Cup
Publisher: ESPN Price: Free Platform: iPhone
Advertising: interactive display ads from Hyundai, Sony and Cisco when we used the app
Functionality: A
Fun Factor: B
Overall: B

If you ever want to know just how many seconds, minutes, hours and days must pass before the 2010 FIFA World Cup begins; ESPN’s got your back. So long as you have an iPhone or iPod Touch. By the time you read this, it will be slightly more than 86 days give or take a few hours, in case you’re wondering.

The point is, by implementing a countdown clock marking kickoff, ESPN cleverly makes a play for reaching the increasingly anxious and excitable World Cup fan base well in advance of the global event. It’s simple yet engaging, but more importantly it just might make you want to come back often to check that clock. Read more