The ICC has unveiled a comprehensive range of social media activations for a global cricket event as the ICC World Twenty20 Sri Lanka 2012 gets underway this week.
Twitter launched a special event page in partnership with the ICC on its own platform – the first time this has happened for a major global cricket event – following the success of its event pages with #nascar and #olympics earlier this year.
The ICC has encouraged fans to use the hastag #wt20, through the Twitter feed produced by ESPN STAR Sports, to share their thoughts and generate awareness.
The ICC has also been working with Facebookon this and other events, including the LG ICC Awards, where fans voted for the LG People’s Choice Awards via a Facebook application, and will be rolling out new Facebook integrations on the ICC Cricket 360 weekly magazine programme in the coming months.
In addition, behind the scenes content, including videos and pictures, will be revealed to fans via the two social media platforms.
The ICC has also worked with its commercial partners to provide a range of incentives to talk about the ICC World Twenty20 on social media. One of the highlights of the activations has been a ‘flock to unlock’ partnership between Emirates Airline and the ICC using the #wt20.
Fans have been rewarded for passing various milestones using the #wt20 by unlocking prizes, including business class flights and Skywards miles, which can be won through entering competitions running simultaneously on the Emirates Airline and ICC Facebook pages.
The ICC has commented that further social media activations will be revealed as the tournament progresses.