A series of two-hour Chevrolet Cricket Show, shot before a LIVE audience and hosted top cricketers, aired on Ten Sports TV. Stars from the show, meanwhile, held autograph and training sessions for kids at Chevrolet Insportz. Chevrolet Live’s website branded key pages of online cricket bible, www.Cricinfo.com, and sponsored its pop-up score box exclusively, providing a link to live score feeds. Finally, we took ownership of cricketing sections of Total Sport and Sport Extra magazines.

The show delivered US$6m+ airtime; 30 minutes prime-time TV and US$1.2m+ PR – prompting GM to run it for another two years! Some 230 kids benefited from eight cricket clinics. The overall campaign boosted Insportz membership by 35%. The sponsored pop-ups, meanwhile, helped increase traffic to www.chevroletlive.com by 450%; 85% unique.