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DNSW – ICC Cricket World Cup 2015

Interactive Fan Precincts

CLIENT:
Destination NSW

PRODUCT:
Interactive Fan Precincts

CHALLENGE:
To bring Sydney to life during the ICC Cricket World Cup through dedicated fan precincts that drive awareness around the tournament, but also increase traffic into retail venues by linking them with their local fan precinct.

SOLUTION:
Working in partnership with Destination New South Wales (DNSW), The Creative Shop created three dedicated fan zone precincts – Paddington (Newcombe Street) , Surry Hills (Shannon Reserve) & The Rocks (First Fleet Park). Opening on February 27th, fans were able to test their skills across 3 interactive cricket experiences including taking a ‘Classic Catch’, scoring the ‘Winning Runs’ for their favourite team, or to offer up their best ‘How’s That!’ appeal. The Creative Shop developed these experiences to be interactive and to allow users to create, post and share content directly to social media. In addition, anyone visiting the fan zones could also pick-up a free interactive key ring which gave fans access to a range of exclusive offers at participating retail venues (bars and clubs) across Sydney. The Fan Zone Precincts were active on all SCG game days between 27th February and 26th March 2015.