Interest in the sport of cricket has increased rapidly in Germany. The German Cricket Association has enjoyed a whopping 400% membership growth in recent years. Most of those interested in cricket come from South Asia or have South Asian heritage. Due to the increased immigration, the sport has gotten more and more popularity and attention.
Together with the German Cricket Federation, za: media developed a concept for the ICC Championship 2017 to use MoneyGram as a sponsor to reach the Pakistani and Indian communities in Germany.
On the specially created landing page for the ICC Championship Trophy 2017, www.cricket.de/gewinnspiel, there was a ticket raffle for various games in England. The site also contained information on the German Cricket Association and various banner ads by the sponsor MoneyGram with direct links to the company’s money transfer website. The raffle was shared through relevant social media channels and met with great interest from the community.
Finally, za: media organized a public viewing event of the India and Pakistan match. Targeted postering and flyer distribution drew attention to the action of the event. The occasion itself became a small folk festival, in the middle of Frankfurt Eschborn. Over 400 visitors enjoyed the game on the big screen in the open air with cultural food and drinks. The target groups were directly reached with banner advertising and a merchandise stand.