At a World Cup where a bus ride to the stadium can cost $95, a parking space is $250 and if you have to ask for the price of a ticket, you cannot really afford it, someone giving you something for free was always going to attract a crowd.But even allowing for that most basic of economic impulses, the Bank of America’s marketing team has surely sewn up the employees of the month award for coming up with the World Cup’s hottest collectible, what it has dubbed the ‘BofA Fan Band’ but everyone else is calling the World Cup charm bracelet.For those of you not on Instagram or TikTok, the aforementioned bank — FIFA’s official World Cup banking partner, no less — is giving away two million of these bracelets over the duration of the tournament.Each one is comprised of a cord band, in either red, blue or black, and five metal beads, or charms, which you select from a range of 140 different designs, making each bracelet bespoke. These designs include generic items like the Jules Rimet Trophy and the Trionda ball, the name and colours of participating nations and, the clever bit, charms that represent each host city. So, for example, an Atlantan might want to have the Georgia peach bead on their bracelet, while a Bostonian might prefer a lobster, and a fan from Philly the cheesesteak.Simple, fun, well executed. And now utterly viral.The viral FIFA bracelet fans are queuing up forMatt Slater and Rachael TindeThe bank has been letting fans choose their own “personalised” bracelets in the official fan festivals and fan zones across the host cities and at U.S. Soccer House on Venice Beach in Los Angeles. But it has also been dishing out “pre-made, matchup-themed” bands at its stands at the stadiums and the fan zone in Washington D.C.. There is also a “Fan Band Mobile Tour” that will bring the bands to you, providing you live in a “select host market”.