Campaign: Sport - 'Exhibition' wins new fans for England

The ECB created 'The Great Exhibition' to capitalise on the interest
generated by an Ashes summer and the World Twenty20. A major aim was to
increase membership of Twelfthman, the England supporters club.

OBJECTIVES

- Increase the cricket fan base in the UK

- Increase unique users of ecb.co.uk and sign-ups to Twelfthman
e-newsletter

- Add 80,000 new cricket fans to the ECB database for future
communication.

STRATEGY AND PLAN

England supporters were invited to express their support for the team
online. The best messages would be put on display in the England
changing room before each Test. Fans were also asked to upload footage
of themselves singing Jerusalem, the unofficial cricket anthem, with the
best clips to be shown at each Test ground. A Twelfthman Van toured
around the UK inviting fans to record clips and messages. Clips were
captured from celebrity cricket supporters.

MEASUREMENT AND EVALUATION

The campaign reached more than 2.6 million people through social media,
including YouTube, Facebook and Twitter.

RESULTS

The cricket fan base rose by 33 per cent. Subscriptions to Twelfthman
e-newsletter increased by 60 per cent and ecb.co.uk's unique users to
750,000. More than 80,000 names were added to the ECB database.