Today, Wednesday, 2 July, FNB launched Shine 2010, an online social networking platform which offers a place for South Africans to congregate, learn and communicate in the run-up to the 2010 FIFA World CupTM.

Shine 2010 will serve as the first port of call for 2010 good news, offering insights into the critical infrastructure projects and serving as an outlet for the positive stories that aren't currently being told.

Apart from providing news and feature articles, Shine 2010 leverages the power of online media to offer interactive and engaging content. This approach ensures that the community can consume the good news according to their own preferences. These include a blog, regular podcast interviews, a Facebook group, a YouTube channel and the FNB Roving Reporters interviews. The FNB Roving Reporters - a first for a South African corporate - will serve as citizen reporters, hitting the streets to source video interviews with key influencers, while also polling public perception ahead of 2010.

Shine 2010 is yet another one of FNB's digital initiatives and follows the launch of FNBTV in early June 2008. Furthermore, the bank continues to engage in social media with MXit and FNB Facebook employee groups.

Derek Carstens, FNB Brand Director, comments, "FNB is a true National Supporter of the 2010 FIFA World CupTM, and is supportive of efforts to ensure that the tournament is inclusive for South Africans and Africans. In keeping with technology trends, we have created a platform to give the growing online community the opportunity to share in the 2010 experience, using the power of the Internet to spread the good news about what will be Africa's greatest event yet”.

This is not the first time FNB has been first to market with digital outreach. In 2003, FNB was the first bank to offer an SMS notification service, inContact and currently alerts more than 5 million subscribed customers of activity on their accounts. FNB also recently launched cellphone banking for businesses, another first in South Africa.

Visit www.shine2010.co.za.