HOW DID CRICKET AUSTRALIA DELIGHT & BOOST SUPPORTER ENGAGEMENT?
How did Cricket Australia delight and boost spectator engagement and enhance their fan’s experience during the Australia vs India test series?
During the test match Cricket Australia wanted to reach out to thank fans for attending the match.
Fans who had downloaded the Cricket Australia app and opted in for push notifications as part of the app sign up were in for a surprise.
During the day supporters were treated to commentary and special offers through the Cricket Australia app making each and everyone in attendance available to receive a push notification. This included India and Australian fans at the ground.
Through location technology we knew exactly who was at the ground therefore allowing us to send a message only to those supporters within the stadium - those outside the ground with the Cricket Australia app open didn't received the push notifications.
15 mins after stumps supporters received a push notification linking to a personalised video message from Tim Paine, the Australian cricket captain.
Tim personally thanked the fan by name for coming to the game and then asks who they were supporting - India or Australia.
After his question two interactive buttons appeared - INDIA & AUSTRALIA.
Once the chosen button was clicked the video would continue to a personalised journey for the fan, including India or Australia highlights.
The whole video was personalised to the supporter including
- A welcome and thank you from Tim.
- The supporters name in text on the ground screen and on a cricket bat.
- “Best of” highlight clip relevant to their team choice was streamed in real time 15 mins after the game, including a review of the day’s play, supporters could interact in real time via a dedicated webpage.
Take a look at the video to gain a greater understanding of the possibilities and how Personalised Video Lab can help you and your sport delight and boost supporter engagement and optimise their experience.