Sky Media and Royal London have joined forces with the England and Wales Cricket Board (ECB) to launch a new multiplatform campaign, the ‘One Over’ challenge. The campaign gives cricket fans a once-in-a-lifetime opportunity to bowl against former England test captain Nasser Hussain at an upcoming Royal London One Day International.
Sky Sports presenter and ex-England international Isa Guha will join Nasser Hussain in challenging fans to send in their best and most original bowling clips via the Sky Royal London hub. The clips will be analysed by the pundits using touchscreen technology, with a champion crowned to take on the ‘One Over’ challenge which will take place on the 7th July.
The campaign will span multiple platforms to reach beyond a traditional cricket audience to fans all around the UK. Sky Media worked with the BAFTA winning Sky Sports editorial department to create a partnership which has world class access to talent and production. Sky Media collaborated closely with Spark Foundry as well as Royal London and the ECB to take the challenge beyond media platforms into social and on-the-ground activation.
David Meliveo, Head of Group Brand and Consumer Marketing at Royal London, said,
“Creating the One Over challenge with Sky Media is the perfect way to engage with cricket fans by asking them to share their original bowling styles and bringing them a unique opportunity to bowl against a cricket legend. Through our longstanding partnership with one-day cricket we have great levels of brand awareness amongst cricket fans, particularly those who follow their county team and England. With 2019 being the biggest summer of cricket in the UK for decades, we’re delighted to be a part of this through all levels of the game, from grassroots to elite.”
Jason Hughes, Head of Creative Solutions at Sky Media, said, “It’s a huge summer ahead for cricket with the World Cup taking place in England and Wales. We’re always looking to push boundaries and think of new and exciting ways to help clients reach their target audiences. This competition will excite and engage fans of English cricket and beyond. What cricket fan hasn’t dreamed of bowling against their heroes?”