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I-Level targets Asian cricket fans with BT fantasy competition

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I-Level has planned and bought a media campaign for BT across

Cricinfo.com, the world's largest cricket site, to target Britain's

Asian community.



The campaign will involve a survey - where users can pick their

'fantasy' cricket team - competitions and forum sponsorship. The first

phase of the campaign allows UK-based users of Indian origin to vote for

their favourite All Time Indian XI. Voters whose choices match the

CricInfo expert's choices will be entered into a prize draw to watch

their current Indian side in next summer's NatWest Series floodlit

matches at Bristol or Durham.



CricInfo's director of sales, Alex Chamberlen, said: "Cricket has a

fanatical following among Asian communities, especially Indians and

Pakistanis.



There are very few strong content areas that can deliver a compelling

environment for users of Asian origin and we are confident we can

deliver substantial reach among those UK users that follow India,

Pakistan, Bangladesh and Sri Lanka."



This article was first published on mediaweek.co.uk

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