Sky has kicked off its promotional efforts in the lead up to the 2015 Cricket World Cup with an outdoor campaign that features the visages of real fans supporting their teams.
The posters, which are currently on display in sets of four around the main metropolitan areas of New Zealand, serves as the culmination of the online competition that Sky ran via its Facebook page late last year.
Fans were invited to share images of their “game faces”, and Sky then selected 14 of the best images sent in. The fans featuring in the images were then invited to attend a photo shoot in Auckland on the 15 and 16 December, and the imagery captured during this event is now being used on the posters.
Shortly after the competition was launched, Sky put proceedings on hold in a show of respect for the unfortunate passing of Australian cricketer Philip Hughes. However, during the December break, the broadcaster picked up where it left off and assembled a collection of 14 enthusiastic fans to participate in a photoshoot in Auckland.
“The shoot was great,” says Sky’s head of corporate comms Kirsty Way. “We had some awesome fans along, there was a lot of enthusiasm, and some of the fans wanted to get into the fan spirit by cheering the same way they do when they are watching the game, which was so good to see.”
Way also says that the creative featuring the fans will be used across buses, Adshels and upcoming billboards in February.