Cricket is a sport that people either love or hate. So to activate Nissan’s sponsorship of the 2019 Cricket World Cup, we set out on a journey, lead by former cricketer Phil Tufnell, to amplify the excitement of cricket lovers and to try and convert some of the cricket naysayers around the country.


We created the Nissan Excitement Algorithm, which tracked, measured and analysed social sentiment towards cricket and the Cricket World Cup. We then used this information to create mechanisms for content, activations and rewards – the most coveted of which were tickets to the historic World Cup final.


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