England and Wales Cricket Board brings in Brands2Life for Ashes digital work

Brands2Life has been appointed by the England and Wales Cricket Board (ECB) to help engage fans in the build-up to the Investec Ashes Series.

England cricket: Digital brief for Brands2Life
England cricket: Digital brief for Brands2Life

The agency will drive digital engagement with cricket fans for the high profile sporting event, which begins on 10 July.

The campaign launches with a Facebook app for TwelthMan, the official fan group for England Cricket run by the ECB.

The app features videos of the best cricketing moments during the past 12 months such as Alastair Cook’s century in India and Monty Panesar’s last-ditch dive to make his ground against New Zealand. Fans of the ECB’s Facebook page will be encouraged to choose their favourite moment.

Further activity throughout the summer will include digital builds across social apps and websites created by the Brands2Life digital team.

ECB marketing director Will Collinson said: 'Facebook is an important channel for us, allowing fans to get closer to the team. The digital build work with Brands2Life will help us grow this channel and drive greater engagement with our fan base.'

The appointment follows a competitive pitch put out by the ECB focusing on a wide ranging marketing brief rather than a specific PR brief.

It follows last week’s news that PR agencies are taking a greater share of digital work that had traditionally gone to specialist shops, as clients seek greater integration between digital and comms activity.

In a seperate pitch, the ECB called in Freuds in January to handle PR for its domestic Twenty20 tournament.

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