Friends Life's title sponsorship of the domestic Twenty20 cricket competition was planned and executed to communicate Friends Life’s core values of being experts in their field. Building on the success we had activating their sponsorship of the 2012 season we delivered a high impact, cost effective digital campaign to continue to drive brand awareness. Throughout the season we engaged cricket fans with behind the scenes video content, social media interaction, competitions and the Ultimate Fan experience at finals day.
Expert – Marcus Trescothick was signed as the Friends Life t20 batting expert and a series of media interviews and videos were produced to drive this message. ‘with friends’ – Tactical use of hashtag on Twitter to build fan engagement at fixtures and encourage the audience to engage with the brand Digital – We adopted three key social media channels; Twitter, Facebook and Instagram where all the latest t20 scores, match day photos and news were hosted. We also encouraged fans to share their own pictures with the hash tag #withfriends
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