27 Apr 2016

MoneyGram Cricket: WT20 2016


MoneyGram_WT20_2016_logo

Strategy and Activation for ICC T20 World Cup


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Brief

Use the sponsorship of the ICC to raise awareness of MoneyGram and engage target audiences across social media platforms during the 2016 T20 World Cup

Objectives

  • Promote MoneyGram as the most active and engaged sponsor of the ICC World T20

  • Produce exciting, instantly shareable content

  • Drive online transactions triggered by events on the field


Client: MoneyGram

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Delivered:


Social Media Strategy

Content Planning

Content Creation

Community Management

Social Media Advertising

Performance reports

Our Approach

The 2016 ICC T20 World Cup was the biggest Cricket event since the World Cup in 2015. Being in India the tournament was amplified, simply due to what Cricket means to the Indian subcontinent.

Our content approach to leverage MoneyGram’s sponsorship of the ICC was to take MoneyGram’s values of ‘bringing people closer’ and bring this to life through Cricket content.

We put a huge focus on the fans, curating and sharing their moments. We created a variety of assets to give the fans everything they needed to know the where, when and who of each game. MoneyGram evidently became positioned as the extension of the tournament, ‘bringing Cricket fans closer’.

The outcome was MoneyGram being the most talked about and engaged ICC sponsor of the tournament.

Wins


94m
People reached
2m
Interactions
43257
New Twitter followers
18456
Mentions
66718
New Facebook fans
3503
Average interactions per day

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