The ECB created a new online match centre to rival other online portals and tasked us to drive online traffic.
The ECB created a new online match centre to rival other online portals offering similar results. The difference being that the site included minute by minute commentary with live stats and up to date, exclusive video content.
The task was to encourage cricket fans to change their online habits and use the new match centre as their destination of choice.
We utilised a mixture of paid search and display activity which targeted users interested in cricket, through varying levels of targeting. The real difference with this campaign was the intelligent use of dynamic creative, based on real time cricket scores fed from live OPTA data. This in turn also informed the delivery of the campaign.
With upcoming key points in match the creative would be expedited to capitalise on the interest shown from users, helping to deliver much higher than average click through rates leading to huge over delivery of traffic to the Match Centre website.
Clicks To Site +355%, UK Unique Users 16m, Impressions +95%.