NZ Cricket injects energy into the sport with online Black Caps Cricket app via Fuse
Kiwi's favourite summer game has received a much needed injection of energy with the development of the new Black Caps Cricket app, designed and produced by Fuse's Social Media Team.In an effort to restore passion for New Zealand Cricket, Fuse created a Facebook app that ultimately encouraged people to get their mates together for a day at the game.
The app was born out of insights provided by NZ Cricket's agency partners, OMD and True, which found young people were more inclined to attend a game if accompanied by mates and that the off-field action was just as important as the cricket itself.
The 'Winning First XI' app featured on the Black Caps Cricket Facebook
page from February 8 to February 22 and allowed users to create their
own virtual cricket team by inviting ten friends to be part of their
First XI.If the user was able to complete a full first XI team they would receive an exclusive special offer to the
last two ODI
matches held in Napier and Auckland, receiving eleven tickets for the
price of nine.Upon registration the user was entered into a draw to win a VIP cricket experience for him and ten friends which included accommodation, food, drinks and special VIP seating at the Auckland, Napier, Hamilton or Wellington games.
The response to this offer was momentous with 943 team registrations and a total of 4,307 invitations sent out across a 14-day period.
Fuse supported this social media campaign with an energetic activation strategy, managed by the Fuse Activation team that increased the atmosphere at the game and focused on the off-field antics of fans via brand ambassadors.
Personality Jeremy Wells was used to create dynamic appeal to a fringe audience by providing alternative commentary on Radio Hauraki, reinforcing the idea that a day at the cricket is more than just about the action on the field. It's about having fun.
Client: NZ Cricket
Creative Agency: True
Media Agency: OMD
Account Manager: Nick Dykes
Account Manager: Henry Rowley
Social Media Agency: Fuse
Account Manager: Amar Mehta
Activation Agency: Fuse
Account Director: Ana Christmas
Account Executive: Jaimie Crighton
Photo Credit:
Olly Rosser
People would rather go to a sporting event with their friends than go alone? People also enjoy having something to watch between overs? Who'd have thunk it?
Doesn't this kinda fly in the face of the recent media coverage of treatment of attendees at the Black Caps ODI at Eden Park ?