Digital award for ecb.co.uk
For the second consecutive year the ECB has won the ‘Best Use of Digital Communications in Sport’ award at the Sport Industry Awards.
The ECB received the award in recognition of the success of its ‘Follow Us’ campaign.
This was designed to use the Ashes as a platform to grow the ECB’s database of cricket fans, strengthen the relationship between the fans and the England cricket team and reinforce Test match cricket as the pinnacle of the game and the Ashes as a leading brand in world sport.
To deliver against these objectives the ECB put in place a series of digital and social media initiatives that built excitement and support ahead of the Ashes, gave fans unique access inside the England camp and provided them with an opportunity to interact with other supporters.
This was underpinned with a daily ‘Ashes Match Day’ newsletter, a full range of apps and a refreshed mobile website, all of which ensured fans were able to follow the action wherever they were and whatever they were doing.
Over the course of the six-week campaign this resulted in more than 4.5million people viewing exclusive content, such as match highlights and archive videos, across the ECB’s media channels, with an additional 12.5million fans watching additional material such as Swanny’s Ashes Video Diary, courtesy of the ECB’s syndicated eplayer.
Live Twitter and Facebook updates throughout the matches, coupled with initiatives such as the ‘Fan’s Ashes’, not only helped grow the number of followers but also increased the frequency with which fans interacted with the ECB’s digital and social media sites.
Commenting on winning the award, Steve Elworthy, ECB director of marketing and communications, said: “I am delighted we have received this award and would like to congratulate the team on winning it for the second consecutive year.
"It is a marvellous achievement, especially when you take into consideration the strength of the other brands shortlisted.
“New media is at the forefront of our marketing communications strategy. It provides us with an excellent platform through which we can attract a younger and more diverse audience to cricket whilst also developing a closer and more lasting relationship with our existing fan base.
“The Ashes presented us with an excellent opportunity to develop a campaign that used our social and mobile platforms to attract followers who were then encouraged to visit ecb.co.uk.
“From here we were not only able to provide them with exclusive behind-the-scenes content and match highlights, but also promote ways in which fans could strengthen their relationship with English cricket, either through becoming a member of TwelfthMan - the official fan community of England cricket - attending international and domestic matches in the summer or taking up playing the game in some capacity.”
The Sport Industry Awards is Europe’s largest and most prestigious commercial sports awards and are designed to recognise and reward excellence in marketing, PR, sponsorship, new media and advertising.
For more information on the Sport Industry Awards, visit www.sportindustry.biz.