Dark Horses


Nissan ICC Cricket World Cup UK Campaign


This Summer, we used technology, cricket fans and social media to amplify the excitement of cricket lovers and even convert some cricket naysayers, ensuring that World Cup fever reached every corner of the UK. 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.

All hero content pieces were inspired by a real tweet. From Ollie Smith tweeting about wishing for a Barmy Army anthem for the World Cup, to Donna tweeting that she’d rather watch paint dry than watch cricket - technology and social media were at the heart of this campaign, which had England legend Phil Tufnell as the spokesman.