The England & Wales Cricket Board (ECB) continued to focus on engaging younger demographic segments and attracting families to its short-form The Hundred cricket tournament through a joint campaign with broadcaster Sky Sports and the Universal Pictures’ ‘Despicable Me’ film franchise characters ‘The Minions’.
Rolling out from 24 June, ahead of summer 2022 second season of The Hundred, the campaign sees The Minions explain just how the Hundred works.
The campaign links to both the 1 July cinema release of the new ‘Minions: The Rise of Gru’ movie in the UK and the 3 August start of the second year of The Hundred which opens at the Ageas Bowl with a game between the Southern Brave v Welsh Fire.
The spearhead, explainer-style short film, which seeks to help new fans understand the competition’s format and prepare fans with everything they need to know about The Hundred 2022.
As well as the film, the campaign suggests that during this year’s The Hundred, the Minions will cause their usual havoc and mayhem at select cricket grounds throughout the summer – including offering at-match supporters shareable selfie opportunities.
The objective of the movie/sport cross-entertainment genre marketing push is to drive awareness and build buzz amidst the target youth target group by representing what The Hundred aims to be all about; creating a fun, family atmosphere and engaging with a younger audience to get them excited about the cricket spectacle.
The content also has a list-building element as it urges viewers to sign up online at www.thehundred.com/signup to hear about tickets, offers, news and competitions linked to The Hundred.
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The 100-ball tournament, which aims to offer an action-packed, entertaining sports experience featuring live music, pyrotechnics and many of the best players from around the world playing for eight city-based teams, kicked off in 2021 across England and Wales and was promoted with the help of partner marketing activations such as KP Snacks ‘Everyone In’ and campaigns with the likes of New Era and Lego.
With men’s and women’s teams playing side by side, The Hundred 2022 will take place across eight venues in England and Wales and every game will be broadcast live on Sky Sports – with select live games also running on the BBC – and across The Hundred’s digital platforms.
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