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Cricket Australia teams with alive for brand activation


Experience creators, alive were enlisted to enhance the event experience for fans attending Cricket Australia’s Commonwealth Bank Series (CBS) matches using local and international DJ’s and talent.


The ‘Summer’s Biggest Party was created at the One Day International (ODI) Cricket allowing the fans to walk away from their day at the cricket with a new event experience to remember.

The event and sponsorship activation program was designed to transform a ‘regular day at the cricket’ into a day of entertainment, excitement, non-stop socialising and of course unforgettable cricket moments.

The fancy dress event saw international DJ’s, inspiring superhero costumes, all ages entertainment, themed zones and, of course, the die-hard cricket fans, filled the stadiums around Australia.

It was another first for alive events and a first for Cricket Australia to stage an entertainment program of this caliber.

The program included a festival of music talent who performed during the mid-match innings break. Headline talent included: Basement Jaxx, Sneaky Sound System, Zoe Badwi & Sarah De Bono.

The entertainment program appealed to all ages. Along with the performances on the main stage, the Melbourne event featured seventy five promotional talent dressed in superhero and clown costumes who roamed the concourse interacting with the fans.

The entertainment precincts at each event featured live performances by a variety of roaming talent including style police, stilt walkers, cricket jugglers, Aussie coaches, Aussie umpires, bouncing roos, a fat cricket duo, painters and air-brush artists.

The alive team of event producers, event managers and production crew toured with the Cricket series for four weeks.

Each venue required bespoke production design for the featured live acts. Custom stages were integrated in to stadium infrastructure, custom roll on oval stages, large format LED screens, custom designed lighting effects and high impact branded banners.

Working with production specialists, in-house AV teams and local suppliers, alive events delivered a consistent high value production solution that was produced in each state to maximise crowd interest and engagement in the performances.

The brand activation for Cricket Australia delivered outstanding results with increased brand awareness, positive feedback from patrons in relation to programming and increased media coverage.
 

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