The World Cup is in full swing and WHAM has launched a new digital experience for Peroni Nastro Azzurro entitled “Il Bel Gioco” or, for those who prefer English, The Beautiful Game.

Developed with Peroni’s lead global agency, The Bank, and global pr firm, Gabrielle Shaw Communications, Il Bel Gioco is online for the five weeks of the World Cup. The site features interviews, blog entries, podcasts and images from Peroni’s global ambassadors: 2006 football champion Fabio Grosso; Michelin star chef, Giorgio Locatelli, celebrity fashion designer, Antoni Berardi and Italian designer Matteo Alessi. Other guest contributors include fashion icon, Elio Fiorucci and Puma Italia’s managing director, Andrea Rogg.

You can find Il Bel Gioco on the main web site, on Facebook and on Twitter.

WHAM’s Darren Edwards spoke yesterday at the Mobile User Experience 09 conference in London. In the opening presentation of the conference, Darren spoke on the subject of “Who Controls The User Experience” when developing mobile sites and applications. Along the way he managed to squeeze in some lessons learnt when developing products and concepts while heading up 3 Australia’s UX team in the early days of 3G, as well as more recent projects for Indian telco, Aircel, and SABMiller’s Grolsch (see The Mark).