CASE STUDY: BatFast’s partnership with Cricket Australia for The Ashes 2021-22

Cricket Australia introduced BatFast’s portable sports offering called ‘BatFast Tour‘ as a new addition to the Ashes Fan experience in the 2021-22 edition of the series. 

The following is a case study on the activations across the summer in Australia. Read on to understand more about how BatFast Tour works, its application during the 2021-22 Ashes, and how it adds value to our clients. 

PROJECT REQUIREMENTS

Cricket Australia wanted to inspire fans across the country and pay homage to their Ashes heroes. They asked BatFast for their help. With the theme for the summer being ‘PLAY’, they encouraged fans to relive iconic moments from Australian cricket history. Cricket Australia and BatFast planned to create a welcoming space where fans could pick up a bat and face their Ashes, heroes, on every matchday throughout the Ashes series.

EXECUTION

Come rain or shine, the BatFast simulator was set up in the ground for the first 3 days of each test match. BatFast used their own custom-developed software to calibrate 12 famous Australian bowler moments from their Ashes history. The unique AI technology on the simulator allowed users to set the difficulty to suit their skill level – from amateur to professional – so everyone had the chance to take on their heroes in an augmented reality setting.

We called this experience ‘Ashes Hero’

THE RESULT

Fans enjoyed their own game of cricket outside of the boundary ropes across six Ashes locations in Australia. The Ashes Hero setup was extremely popular, attracting over 100 fans at each test match – from three years old right through to seventy. Fans wanted the opportunity to face their heroes with over 10,000 balls being delivered across the summer. This experience enabled fans of all ages, skill levels, diversities and backgrounds to enjoy the game of cricket.

KEY METRICS

10,000+ balls delivered, ensuring an efficient activation across the summer.

Over 60% of participants were between the ages of 4-16, successfully putting a bat in the hands of youngsters and hopefully inspiring them to pick up cricket.

2000+ boundaries scored! Despite it being test cricket season, the fans knew how to pick the gaps and find the boundary.

TESTIMONIALS

“Our team came into contact with BatFast when we were looking for activation ideas for the 21/22 Ashes in Australia.  From the moment we met BatFast we knew we were in the best hands possible. Their communication and support was excellent and they were always available to help 24/7, even in a different time zone. They did everything possible to make sure our Cricket Simulator was set up and running in every Australian State and we did not encounter any issues throughout the tour. Across the summer, the BatFast simulator was one of the most popular activations from a fan engagement point of view. It was used by cricket fans of all ages and staff manning the activation never had a quiet moment. We look forward to working with BatFast in the future.”

– TLA Worldwide

HERE’S WHATS ON OFFER WITH BATFAST TOUR

Very quick set-up and takedown.
Incredible branding options.
Set up in limited spaces.
Be it a brand activation, fan zone, or community event, we have an option for everyone