ECB launches digital Ashes campaign
England fans will be able to watch online highlights of the Ashes and get exclusive ‘behind the scenes’ interviews with players as part of a digital campaign launched today by the England and Wales Cricket Board.
The campaign, called ‘Follow Us’, will capitalise on the public’s interest in the Ashes to raise the profile of the England cricket team, encourage grassroots participation and attract spectators to domestic and international matches in 2011.
Fans will be able to follow the progress of England’s cricketers across a range of digital platforms including:
Alternatively, they can subscribe for free to TwelfthMan, the official fan community of England cricket, and receive a daily Ashes email containing the latest news and views from Down Under.
The activities outlined above will be supported by a number of additional digital initiatives such as:
- live interviews on Facebook – giving fans the chance to interact directly with England players
- end of session and end of day online video highlights
- Swanny's video diary - behind the scenes throughout the tour
- live twitter updates throughout the night
- a ‘Fans’ Ashes facebook campaign to Beat the Aussies on Facebook
- Ashes audio podcast
- a new optimised site for mobile browsing at m.ecb.co.uk
Talking about the rationale behind this digital campaign, Steve Elworthy, ECB director of marketing and communications said: “As the governing body for cricket the ECB’s role is to ensure the long term health and prosperity of the game across England and Wales.
“In order to help achieve this, the ECB has developed a suite of content rich, digital applications that are designed to make sure ecb.co.uk/ashes, TwelfthMan – the official fan community of England Cricket on Facebook and the ECB’s Twitter site become the de facto destinations for anyone wanting to keep up with the latest news and highlights from the Ashes.
“In doing so, we hope to capitalise on the huge interest in the Ashes to provide a platform to communicate wider messages aimed at encouraging people to play, watch, coach or volunteer in cricket.”
With the live action finishing around 7am UK time the campaign will be aimed primarily at office workers as this audience enjoys high-speed internet access and traditionally arrives at work between 9am and 10am – thus providing enough time to edit and upload all video based interviews and daily highlights packages.
"For those on the move, a daily newsletter and a full range of iphone, Noikia and Android mobile applications will also ensure other audiences are also able to follow all the Ashes action courtesy of ECB."