Wicked cricket

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Wicked cricket
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Wicked cricket The Pro 20 series

• David Dias
• Bruce Perry
• Megan Landmann
• Shelley Cohen
• Ross Tucker

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The first two dimensions
Traditional
Drawn out
For the purist
Regimented
Spectator friendly
Higher intensity
Entertainment
Action
Result
Cricket 'out the box'
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The Need

• Diminishing public interest in the SA domestic
  game
• Apathy towards domestic cricket
• Competition
• Other sports events
• Arts Culture
• Cinema
• Home movies/DVD

Marketing myopia cricket had defined itself in
the sports business, when it should be in the
ENTERTAINMENT business (Levitt)
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The Concept
Striking visual identity
Family orientation
Musical experiences
Rapid fire cricket
Social interaction
SABC 3 Target
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Branding the experience

• Stan(dard) the Duck
• Hard Hats
• Signage billboards
• The Barry Lambson dance
• Dunking machine
• Bus shelter advertising
• Inflatable clappers
• T-shirts

The strength of the branding is that the customer
experiences the brand, and takes the brand home
hard hat, clappers, shirts. The memory is
branded.
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Experiencing the brand
Standard bank ODI cricket is an established brand
Historical association provides challenge to
capturing new market
Creating novel brand experiences is essential to
differentiate the uniqueness of the Pro20 cricket
brand
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Experiencing the brand

• An experience makes the crown sense, feel, think
  and relate
• Some cues to fulfil the theme
• Hard hats action cricket, fans watch out!
• Dunk a hunk
• Dancers/live entertainment
• Makes the crowd active participants
• Allows crowd immersion

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Experiencing the brand on TV
TV viewers are passive participants
Captain commentary
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Six or OUT? The success of Pro20

• Standard bank renewed sponsorship ODI cricket
  sole ODI team sponsor
• Increased investment in Pro 20
• R106 million over three years
• Pro 20 World Cup in South Africa, 2007

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Pro 20 and the game

• Focus on entertainment attracts new generation of
  spectator
• Revives interest in game
• Family oriented
• Pro 20 brand is growing the cricket brand
• Does it detract from other forms of cricket?

Cannibalization? No! The competition exists
between cricket and other forms of entertainment,
not between Pro 20 and Test cricket. In the
absence of Pro20, children would NOT be watching
test cricket, they would be playing Playstation.
The Pro20 brand is for the good of the cricket
brand
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The future

• Continued innovation
• capitalise on TV opportunities
• Cellular/broadband technology
• Competitions using technology
• Enhancing emphasis on social aspects of
  sportainment
• Focus on immediate gratification
• Awareness of customer needs

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Marketing myopia
"All the games are sellouts or close to sellouts.
I played in a game two years ago that was a dead
rubber against Yorkshire and it was a complete
sellout. The weather wasn't very good and yet
still people came," MacGill said. "The peripheral
stuff, the bouncing castles and the rock bands at
intervals, are not the main attraction. The
cricket is the central attraction. It's not Test
or one-day cricket, but it's a fantastic
introductory concept."
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A business has to be involving, it has to be fun,
and it has to exercise your creative instincts
(Richard Branson)