Vitality Blast Campaign

Lancashire Cricket x Heineken
  • Social Media
  • PR

As the pouring rights partner for Lancashire Cricket, Heineken benefits from additional activity and promotion during cricketing events, such as the T20 Vitality Blast tournament that takes place throughout the summer. We were tasked with delivering a PR and digital marketing campaign to drive ticket sales and get people into the ground.

Total audience of more than 8 million

We took a three-pronged approach to this campaign, utilising the local club and pub networks throughout the region, supported by a series of laser-targeted social media adverts on Facebook and Instagram, to reach new audiences of casual cricket-goers and grow a larger fanbase for Lancashire Cricket’s T20 Vitality Blast fixtures.

For the club network, we created a competition that incentivised members to buy Vitality Blast tickets by giving the club with the most tickets overall the opportunity to win a money-can’t-buy training session with the Lancashire Lightning team. This was activated on social media and in the clubs using a personalised promotional pack of leaflets and posters.

We also took the competition on the road to Blackpool Cricket Club, where we hosted a live Q&A with Lancashire Cricket and England legend, James Anderson. This was attended by local, national and broadcast media, such as the BBC, ITV and Sky, and enabled us to take the Vitality Blast message to a much wider audience around the UK.

To get people talking about the Vitality Blast in pubs, we launched a fun, table-top game called Flicket in 50 Heineken establishments within the catchment area of Emirates Old Trafford, encouraging people to share their best attempts on social media using the campaign hashtag to win a range of spot prizes such as merchandise and tickets.

Breaking attendance and revenue records

Our campaign helped Lancashire Cricket reach more than 100,000 people on social media, with an audience in excess of 8 million through print, broadcast and online media coverage. All of this contributed to the club’s most successful Vitality Blast season in history, breaking revenue records and helping Emirates Old Trafford become the highest attended venue outside London.