ECB Launches Ashes Digital Marketing Push

The England and Wales Cricket Board has launched a digital marketing campaign highlighting the array of online content it is providing surrounding this winter’s Ashes series including the provision of streaming video highlights from each day’s play.

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 also able to follow the progress of England’s cricketers across a range of digital social media platforms including Facebook and Twitter.

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 Australia.

These digital platforms will be supported by a range of content including live player interviews on Facebook; end of session and end of day online video highlights; Graeme Swann’s video diary; and an Ashes audio podcast.

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.