Emirates reached over 2 million fans with 'Catch a six'
As principal partner and stadium naming rights partner, Emirates are embedded into the fabric of Lancashire Cricket.
Emirates wanted to launch a partnership activation that would build brand awareness and create a cricket-focused fan experience in Manchester.
WATCH: Emirates ‘Catch-A-Six’ at Lancashire Cricket Club.
In 2016, Emirates and Lancashire Cricket created Catch-A-Six, which has since taken place at every Lancashire Lightning v Yorkshire Vikings game at Emirates Old Trafford, the biggest game in domestic cricket.
The competition has grown and evolved year-on-year, with 4,000 fans given Fly Emirates-branded caps across key stands in the stadium. If a ‘six’ is hit into the crowd, and a fan wearing a cap catches it, they win a prize courtesy of Emirates.
Key points
- Manchester is an important hub for Emirates, and driving brand awareness and favourability is key to the partnership
- Launched in 2016 and become a feature of every Yorkshire T20 game at home
- Fans now expect to see it
- Branded Emirates caps given to 4,000 fans
- 900,000 live Sky television viewers saw the caps
In 2018, the competition offered the biggest prize to date: return flights for two on Emirates, a three-night stay in the Hilton Waldorf Astoria on The Palm, and hospitality at the 4th Specsavers Ashes Test at Emirates Old Trafford.
The activation is always well-covered by the media on during the match day, including live broadcast on Sky television. In 2018, almost a million television viewers saw the Emirates branded caps live in the UK.
23 sixes were hit into the crowd, three fans had the ball in their hands, and all three dropped the catch. In three years of the competition, the prize remains unclaimed.
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