Objective: to leverage Vodafone’s sponsorship of the England Cricket team to inspire fans to take up cricket coverage on Sky Mobile TV.Through the use of an innovative and engaging Blue Screen experiential stand at grounds, cricket fans were able to ‘take a catch for England’ and feature in their very own Sky News clip. They were then able to send this to friends, creating the first ever co-created mobile viral.

We then used the 20,000+ mobile numbers captured for follow-up SMS and WAP site communications to drive subscriptions to Sky Mobile TV, encourage handset upgrade and acquire new customers.