sky sports cricket

Sky Sports Leverage New Video Upload Functionality To Collect Rich Media From Fans

Danny O'Reilly Build Advocacy, Sports, ugc, UGC Campaigns

The Cricket World Cup is in full swing and fans are catching the action, secretly glued to second screens at work, sounding off about results on social media and excitedly reenacting shots in parks and back gardens the world over.

Sky Sports; the official UK broadcaster of the Cricket World Cup, showing all 40 matches live, are ramping-up the fervor and activating passionate fans by launching a campaign to give wannabe cricketers the opportunity to showcase their bowling skills in return for a unique prize – bowling live at an England cricket match.

Campaign Objectives:

  • Collect actionable user-generated content from fans
  • Capture first-party data and marketing opt-ins
  • Build brand advocacy of Sky Sports and Royal London


Video Contests from Wayin empower brands like Sky Sports to seamlessly gather rich media user-generated content in video format directly from fans. Allowing fans to easily share the best moments captured on video with no requirement for a YouTube or Vimeo link.

Sky Sports joined forces with Royal London to launch a video contest, giving fans a rare opportunity to bowl against former England Captain, Nasser Hussain during the lunch break of an England one-day international cricket match live on Sky Sports.

Sky Sports

To enter, cricket lovers were required to film a short clip of themselves bowling. Whether in the corridor at the office with makeshift equipment or fully kitted-up at the local cricket pitch, all entries were encouraged.

Fans could then visit the Sky Sports website where they needed to complete a simple form, entering a small amount of PII data as well as directly upload their video file to complete their submission.

To repurpose the rich user-generated content from fans, Sky Sports also featured the top five bowling clips in a TV advertisement and online promotional video. The first-party data collected would later be used for future marketing efforts.



40K Campaign Views….and counting


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