England's World Cup winners

Beckham and Rooney may have failed in their bid to bring the World Cup back to Blighty, but this has not prevented BBC Radio Five Live from putting together a winning line-up for its listeners. Small consolation for the fans (like me), perhaps, but a lot of interesting ideas to compare and contrast with content produced by other broadcasters.

Wearing the captain's armband is the highly addictive Goalfinger, which may be the most successful trivia quiz online. In fact, it is so compelling it should come with a health warning: the game attracted 35,000 unique plays within 48 hours of going live - and that was just me!

If content is king - Goalfinger really is a lot of fun - then, in the case of the BBC, cross-media promotion is queen. Clever marketing helped to triple the traffic to Five Live's website in just two weeks.

The game launched with presenters challenging pundits on a Five Live football special. Kirsty Gallacher is now playing Goalfinger on her Saturday morning show.

At one point, Mark Pougatch even managed to discuss Goalfinger with former national team manager Graham Taylor, in what should have been a half-time analysis of another lacklustre display from England.

A series of video blogs has highlighted the quirky side of the World Cup, with contributors ranging from regular Five Live hosts like Victoria Derbyshire and Peter Allen, to celebrity bloggers like comedians David Baddiel and Frank Skinner.

Presenters are able to use Sony Ericsson phones to send pictures directly back to the web. Judging by the results, they have been quick to latch onto the enormous potential offered by the immediacy of the technology.

In terms of user-generated content, Five Live invited listeners to write monologues based on their World Cup experiences and memories. Comedian Johnny Vegas has been reading out the best of them on air everyday.

Listeners can send the BBC a text message to get a video clip of Johnny Vegas sent to their mobiles. This service has been trailed across the BBC television networks.

Viewers in the UK can press the red button on their SKY or Freeview box to watch Johnny Vegas in action in the Five Live studios.

Simon Mayo is offering a best of Five Live's World Cup content to listeners of his daily podcast. Podcast numbers for the Daily Mayo and football phone-in 606 have increased significantly during the World Cup

A touring Five Live big screen and ten fixed screens in the major cities have proved an enormous success, despite some crowd trouble during one match that attracted negative headlines around the world.

All those watching a Five Live screen can text in and see their messages appear, while the BBC adds Five Live promotional texts of upcoming programmes.

If all of this were not impressive enough, the Five Live team is now rolling out an array of Wimbledon content!