On 23 March the England And Wales Cricket Board (ECB) launched its annual campaign to drive registrations for its Dynamos Cricket programme: an initiative aimed at engaging 8 to 11-year-olds.
The 2021 digital-first campaign is led by a suite of social media assets which seek to boost programme registrations as the governing body seeks to introduce a new generation to cricket.
The campaign launch phase, which ran across Dynamos own platforms, the ECB’s channels and which was amplified by the governing body’s broadcast partner, was spearheaded by a special Zoom call which saw England (and The Hundred) stars Johnnie Bairstow and Tammy Beaumont surprise two young cricketers.
England and @thehundred players @jbairstow21 and @Tammy_Beaumont surprised two young cricketers on a special Zoom call to mark the launch of @DynamosCricket today
Check out what they chatted about
Sign up to Dynamos here: https://t.co/epFJUhRrTe pic.twitter.com/mbf82xl7bI
— England and Wales Cricket Board (@ECB_cricket) March 22, 2021
This was followed by a hero social spot introducing the platform.
Our game, coming to you Are you excited? #DynamosCricket pic.twitter.com/dGfijvWXih
— Dynamos Cricket (@DynamosCricket) March 22, 2021
The campaign also promotes the programme’s free Dynamos Cricket app: which was launched during the first lockdown and pivoted to keeping children active.
The app contains exclusive content to help young cricketers learn new skills, take part in interactive quizzes, and unlock videos and challenges presented by key players from The Hundred, which is also set to be launched this summer after a pandemic-induced delay.
The registration drive was further boosted by content running across broadcast partner Sky Cricket’s social platforms.
DYNAMOS CRICKET @ECB_cricket has opened registration for its new @DynamosCricket programme which is aimed at getting 8-11-year-olds into the sport. ⬇
— Sky Sports Cricket (@SkyCricket) March 22, 2021
Comment:
The Dynamos Cricket programme was originally launched in early 2020, but was then postponed due to the coronavirus pandemic. The initiative is the next age group level programme up from the ECB’s existing and highly successful All Stars Cricket programme for 5 to 8-year-olds which launched via an integrated campaign back in 2017.
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