The interest in the sport of cricket has increased rapidly in Germany. The German Cricket Confederation has enjoyed a whopping 400% membership growth in recent years. Most of those interested in cricket come from the Asian cultural area. Due to the increased immigration, the sport gets more and more popularity and attention.
Together with the German Cricket Federation, za: media developed a concept for the ICC Championship 2017 in order 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 website for money transfer. The raffle was shared through relevant social media channels and met with great interest from the community.
In the next step, za: media organized a public viewing event on the India and Pakistan match. First of all attention was drawn to the action with targeted postering and flyer distribution. 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 and enjoyed food and drinks. The popular target groups were directly reached with banner advertising and a merchandise stand.