Summed Up On Social: The Hundred 2022
This summer saw the return of The Hundred for its second season. The 100-ball cricket tournament involves eight men’s and eight women’s teams and returned with record attendances.
Rob Johnson, Digital Lead for The Hundred, has cast his eye back to the summer and revisits the top 10 social moments from this year’s competition.
1) Alice Capsey gives her medal to a fan
Firstly, I’d like to start with this video of Alice Capsey and her giving her medal to a young fan. The amazement on the girl’s face captures what we are trying to do with The Hundred. This year the players have really gone out of their way to give their time to the fans, going above and beyond to make fans’ days and encourage the next generation of cricket supporters.
2) Southern Brave rollercoaster challenge
I love this video because it allows us to bring players’ personalities to the fore in fun and original ways. In this case with a rollercoaster challenge, highlighting the fun and family-friendly nature of The Hundred, and the spirit of adventure in the Southern Brave brand.
3) Day in the Life of Kieron Pollard
This content brings fans closer to one of the real megastars of this year’s competition both on and off the pitch – giving them an insight behind the scenes and making the most of exclusive access and the buy-in we have with players.
4) Ice cream drama
Sometimes the best drama is off the pitch! One young fan (and his mum)’s battle to keep ice cream from dripping down himself was one of our most viewed posts.
5) Shamsi phone call
This tongue-in-cheek video references one of the iconic moments of the tournament in Shamsi’s shoe celebration. We again used the player access and studio firepower to celebrate Trent Rockets qualifying for the final in an original and engaging way.
6) Welsh Fire coffee tour
We wanted to bring out the personalities of key players through their passions and interests and we created longer form episodes with each of the eight teams for use on The Hundred and broadcast partner channels. One such episode was taking Welsh Fire’s Tammy Beaumont and Adam Zampa to a coffee tasting to explain their love of all things coffee, as well as helping give an insight into the Welsh Fire dressing room and allowing them to reflect on The Hundred generally too.
7) Sean Abbott catch
This post shows off an amazing moment on the pitch, with our studio team helping elevate it even further with use of graphics and insights to emphasise just how mind-blowing a moment it was, from one of the competition’s overseas stars, Sean Abbott.
8) Birmingham Phoenix BTS
It was important for us to give fans exclusive access to areas they wouldn’t usually see. In this case, it is in a well-established format on TikTok, designed to resonate with the target audience.
9) Batting with Jos Buttler
With helmet-cam, we can provide new angles which fans don’t always get to see. This TikTok takes fans right into the action, using footage from a GoPro on a player helmet to let them see what it’s like to bat with Jos Buttler, in a sharp edit that hit the sweet spot perfectly for this channel.
10) Harry Kane at Lord’s
Through these Facebook videos, we told the story of England men’s football captain Harry Kane’s time at Lord’s. We wanted to capture highlights of him playing cricket on the pitch, as well as linking him up with our presenter Nubaid for a ‘this or that’ game so that we could get crossover content to attract new fans.
