Fuse gets cricket fans excited using peer pressure

I may be the only person to ever come out of the Sub-Continent to think cricket is as entertaining as watching paint dry, but even I’m more likely to head to a game if my mates tagged along. This is the idea at the heart of Fuse’s recent campaign for New Zealand Cricket.

Fuse developed and designed ‘The Winning First XI’, a Facebook app that let NZ Cricket’s 81,000 fans create a cricket team with ten of their mates between February 8 and February 22. 

If a user could get 10 friends to join their team, they received discounts on tickets to Black Cap games, and every registered team was put into the draw to win a VIP cricket experience including food, accommodation, and match tickets for New Zealand vs England games.

More than 900 teams registered and a total of 4,307 invitations were sent out in 14 days according to Fuse.

Supporting the online and on-field antics was a complimentary experiential campaign, where comedian Jeremy Wells provided alternative commentary on Radio Hauraki on game day.

Media  Agency: OMD

Account Manager: Nick Dykes

Account Manager: Henry Rowley

Social Media and Experiential Agency: Fuse

Account Manager: Amar Mehta

Account Director: Ana Christmas

Account Executive: Jaimie Crighton 

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