Responses to the campaign were tracked and fed back into www.backyardseries.tv as content. Over 1000 custom backyards were built and over 200,000 game plays were racked up on the site in its first three months. Consumers spent an average of 77 revenue-generating seconds on the dial-in print ads.

The campaign hub was at www.backyardseries.tv featuring an addictive game, fixtures, live updates and campaign content - the online heartbeat of SA cricket and home of ‘From the backyard to the big time’.

1: Seeding the website. Teasers including ambient decals, viral videos, printed ball-flyers and in-stadium signage drew people to backyardseries.tv 2: Seeding the mantra. ‘From the backyard to the big time’ launched with talking print, including the top players’ real backyard stories. Audio Autographs and Player Voicemails also launched.

3: Entrenching the mantra. ‘From the backyard to the big time’ TVCs featuring top players flighted during games. Merchandising and activation at stadiums.4: Living the mantra. ‘From your backyard to theirs’ kit-collection drive for underprivileged aspiring cricketers launched at stadiums, continued in-store. 5: Letting it grow. Spontaneous responses to the campaign in social and mainstream media, and on the streets, were tracked and fed back into www.backyardseries.tv.