The NOW Sport team joined forces with cricket legend Graeme Swann to drum up excitement for the ICC Men’s T20 World Cup via a jam-packed media day, and to shout about NOW being the best place to catch all the action.
With the early stages of T20 World Cup underway, some of the more casual cricket fans may not have yet fully engaged with the tournament – games were at inconvenient times due to the time difference with the West Indies and USA, and the group stage contained some lower-level matchups.
One way to pull in fans to watch the tournament without having to commit to the whole thing was to highlight the flexibility and cost effectiveness of a NOW Sports Day or Month Membership, which allowed fans to catch the games they cared about on Sky Sports. We signed up a popular cricketing figure to attract media attention – step up the ‘King of Spin’ Graeme Swann – who also expertly weaved in messaging around dipping into the tournament in affordable manner, and used the clash between England and Australia as a major hook for more casual fans.
Swanny spoke to 16 radio stations, print publications and online sports titles all in one day – landing key messaging in each interview
His interviews reached 179 publications and radio stations, including RadioX, talkSPORT, the Daily Mail, Mirror and The Cricketer
100% of coverage included a direct call to action to watch the T20 World Cup on NOW Sport
99% of online and print articles included a branded image
