Case Studies, Sports

Customer Stories - ECB

Challenge

Engage cricket lovers and general sports fans to help launch England’s new domestic and international season fixtures, including The Hundred!

Solution

ECAL was quick to build a large community of passionate cricket fans, and drive immediate response around ticket release dates for The Hundred, driving high demand for early ticket sales.

1. Introduction

England & Wales Cricket Board (ECB) is the governing body of cricket in England and Wales.

The Hundred is a new professional franchise tournament run by the ECB, scheduled to start in July 2020. It plays a new 100-ball game format, in a round-robin tournament with eight city-based franchise teams. Each franchise will field a men’s and women’s team. 

2. Objectives

  1. Launch England’s new season cricket fixtures using ECAL, to connect and engage cricket lovers, general sports fans and social groups.
  2. Use ECAL to schedule the competition and team fixtures directly into the calendar of users.
  3. Leverage the connected calendar audience to deliver important ticket release details for The Hundred, to drive early sales and stimulate demand.

3. Strategy

A. Create

  • Multiple ECAL button displays were created for all cricket competitions, incl. The Hundred, International Men’s / Women’s, County Championship, Vitality Blast, and Royal London Cup.
  • These buttons were integrated into the ECB website and a link on their mobile app. 

B. Connect

  • ECB executed an integrated launch campaign around the release of The Hundred fixtures, to drive strong user adoption.
  • Promotion included web ad (home page), site article, social campaign and email. 

C. Activate

  • With a large, connected audience, ECB can then deliver important ticket release dates directly to an engaged audience, to stimulate sales and interest.

ECB Activation

4. Results (at end of Feb)

Timeline

  • 15 Nov: ECAL Launch
  • 26 Nov (7am): The Hundred Fixture Release

International user subscriptions

ECB user subscriptions

With very strong local adoption

ECB user subscriptions

Timeline

  • 12 Feb (10am): Priority Ticket Window Open
  • Next: 17 July (6:30pm): First Game

Definitive response to ticket release

 

Drives significant purchase intent

Testimonials

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