Cannes Lions

WORLD CUP SUPPLEMENT

TRIBAL DDB, London / GUARDIAN / 2003

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Are you stumped?The Guardian newspaper released a cricket supplement to coincide with the beginning of the Cricket World Cup in January 2003. The supplement itself was billed as all the knowledge a fan would need for the tournament. Cricket enthusiasts are frequently fanatic about facts and figures to do with the game, and this microsite exploits this, testing that knowledge and encouraging them to upload their scores to the leaderboard and pass the game on to their friends.

The game was emailed between cricket fans around the UK. As the bowler steps up to bowl, a multiple-choice cricket question is asked. Depending on how quickly the question is answered and whether the answer is correct, the batsman is either bowled out, or hits the ball. The product message is introduced after the game is played, either exhorting them to buy the supplement to improve their knowledge if their score was poor, or telling them that they are test-match quality and deserve their free guide.

The game was exclusively promoted through word of mouth and attracted nearly 8,000 visitors over the two week campaign.

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