Cricket Australia align cricket excitement with video games in campaign from M&C Saatchi

Miranda Ward

October 29, 2014 10:28

Cricket Australia is positioning the KFC T20 Big Bash League cricket series’ action and entertainment similar to that of a video game in a new campaign from M&C Saatchi Melbourne.

The ‘Who’s Game?’ campaign uses video game style graphics overlaid with footage from big bash games in an effort to showcase the on field action and off field entertainment of the league as it also urges fans to pick a team to support.

https://www.youtube.com/watch?v=olwT71fQLkI

It draws on research into the gaming industry which suggested that 65 per cent of Australians play video games of some sort, with the broad appeal of gaming and the trend of gamification serving as inspiration for the campaign.

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Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.