ECB Use Crickets to Promote 2011 Friends Life T20 Cricket Tournament
References: ecb & uk.eurosport.yahoo
The England and Wales Cricket Board (ECB) launched a marketing strategy with a difference. Not content with traditional forms of media, they have taken to using live crickets to market the 2011 Friends Life t20 cricket tournament.
The new branding exercise called 'cricketvertising' involves the tournament branding being transferred on to the backs of live crickets, all in a way that does not harm the insects
To help for the cricketvertising initiative, 18 carefully selected crickets were used, representing each of the teams competing in the tournament. Aidan Campbell (the miniature artist commissioned by the ECB) hand-painted the crickets using water-based transfers.
Cricketvertising artist Aidan said: "...to brand a cricket was a whole new ball game. I had no idea how it was going to work to begin with, but it’s been a lot of fun.’
The new branding exercise called 'cricketvertising' involves the tournament branding being transferred on to the backs of live crickets, all in a way that does not harm the insects
To help for the cricketvertising initiative, 18 carefully selected crickets were used, representing each of the teams competing in the tournament. Aidan Campbell (the miniature artist commissioned by the ECB) hand-painted the crickets using water-based transfers.
Cricketvertising artist Aidan said: "...to brand a cricket was a whole new ball game. I had no idea how it was going to work to begin with, but it’s been a lot of fun.’
Trend Themes
1. Live-insect Branding - Marketers can explore the use of live insects as a unique and memorable branding tool.
2. Eco-friendly Marketing - Brands can use eco-friendly advertising tactics to stand out and appeal to environmentally conscious consumers.
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Industry Implications
1. Marketing & Advertising - Marketing and advertising agencies can experiment with unconventional tactics to create memorable campaigns for their clients.
2. Entertainment - Entertainment companies can use creative marketing efforts to build buzz and excitement around their events.
3. Pet & Insect Care - Pet and insect care companies can target cricket enthusiasts and environmentally conscious consumers with their products and services.
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