Sport sponsorship is a great way for brands to speak to target audiences. This is something Royal London, the UK’s largest mutual insurance, pensions and investment company, is aware of when creating ideas to amplify its sponsorship of one-day cricket in England and Wales.
Knowing that the England men’s cricket one-day internationals clashed with some of England’s men’s football World Cup fixtures, it was essential for Royal London to reach and engage cricket fans using creative content and a ticket competition.
Royal London developed video content and hosted a live competition that ran alongside the England men’s one-day internationals inviting users to post their best commentary of the match using the hashtag #Armchair Pundit. The video content and live competition was executed by Royal London’s advertising agency, VCCP.
Using Twitter’s targeting capability, Royal London and its media agency, Spark Foundry, were able to reach the target audience of ABC1 and cricket fans through keywords, following and interests.
To help promote the competition to cricket fans, agency Blue Robot was brought in to provide a Twitter service called Like to Remind. Users who liked one of the Royal London #ArmchairPundit Tweets were sent a reminder on the morning of each game prompting them to enter the competition.