The Idea Shed is two and a bit years old. So its founders had cottoned on to the emerging adland business model for design and advertising indies, “We find creative ways to connect people and brands along the path to purchase.” The ideas and innovations agency that calls its clients ‘partners’, does whatever it takes for effective marketing – from brand strategy to display solutions.
For the TAB, whatever it takes is an online platform, called the 12th Man Challenge, that tests players’ cricket knowledge and punting prowess throughout the Cricket World Cup.
The challenge is a collection of promotions running during the Cricket World Cup and all of its finals matches, with a range of prizes totaling $40,000.
During each innings, players are presented with a number of odds related challenges that either relate to the game in progress or cricket/12th Man trivia. Many of the game based challenges link to TAB’s live betting markets and the greater the odds the more points players can score.
The players with the highest scores at the end of each innings will win a TAB account top up or TAB Rewards points as well as 12th Man merchandise. The player in the top spot of the Cricket World Cup Final leaderboard will be flown to London with a mate to support the Aussies.
Integrated into the challenge is some of the 12th Man’s classic commentary. Users get to live or relive its best moments.
Will Riley, managing director of The Idea Shed, commented, “As cricket and 12th Man fans, this has been a great project to partner with the TAB on. We’ve been able to incorporate the latest real-time web technology to create a really fun, engaging game that adds an extra dimension to live World Cup viewing.”
Tracy Marshment, TAB Wagering’s general manager marketing added, “Second screening has become an integral part of watching live sport and we saw the opportunity to partner with Australia’s favourite cricket commentator, Billy Birmingham, as the perfect fit for the World Cup.”
