Announced at the weekly update meeting this week was the “Firefox Cup,” a marketing engagement campaign that attempts to keep users connected to the World Cup using Firefox, expose more users to Personas, and increase the overall usage of Personas.

The campaign is expected to launch on June 11 (at firefoxcup.com) and will pit users against other users by way of Personas. The country with the most users of their World Cup Persona will be declared the winner.

This campaign might remind you of the Joga Companion, a marketing campaign from 2006 World Cup. That campaign was a joint venture between Mozilla, Nike, and Google. However, this time around, with more resources and money, Mozilla has opted to just create personas, instead of a full-fledged add-on.

More information on the campaign can be found on the Mozilla wiki.