Over 40% of people on Twitter in Australia are cricket fans1 – with almost half a million Tweets about cricket in Australia in the first half of 2021 alone2 – and they come to Twitter daily to share predictions, join the conversation, celebrate wins, and discuss losses.
Half of the people on Twitter in Australia are serial scrollers – reading commentary on the platform while watching a game.3
Sonos, an official partner for The Ashes Australia 2021/22, knew that Twitter was the place to connect with cricket fans – before, during, and after matches, putting the brand front and center of conversations around the cricket series on the platform.
Sonos’ campaign objective was to kick off The Ashes by launching their campaign on the first test match of the season on 8 December 2021, cementing Sonos as the premium audio brand for cricket fans throughout the summer. They decided to go big with a Twitter Takeover, occupying Twitter’s key placements — the Timeline and Explore tab – to drive mass reach, awareness, and impact for a full day.
To maintain top-of-mind awareness across the season, Sonos also partnered with @FoxCricket through an Amplify Sponsorship package, exclusively running contextual pre-roll ads across bespoke highlights of the cricket series, produced and published by Fox Sports.