Yorkshire Tea

Hitting it for six with Yorkshire Tea!

The brief

Cricket is at the heart of Yorkshire’s history, so when Yorkshire Tea approached us to map out a campaign that could combine digital with their sponsorship of The Ashes we knew we could do something special.

As well as creating an awesome digital experience we needed to drive engagement, increase traffic to the site and build a cricket focussed following. In the end we created an industry leading microsite with three very different but complementary mechanics.

So put the kettle on, grab a brew and have a read below to find out how we drove over 37,000 social engagements.

At all England cricket games Yorkshire Tea entertain the masses with their home-grown crowd-pleaser, Brewtime Bingo. A game where, in the Tea Break, fans play along to win prizes from Little Urn.

Designed as an evolution of ‘Brewtime Bingo’, Teapot Test is an interactive game in which players had the opportunity to guess where and when the wickets will fall, every day of every test to earn points (and win some Yorkshire Tea goodies!).

The Teapot Test

Once we’d refined the concept and decided on a solid mechanic, we needed to create an interface which was intuitive and responsive so people could play along at home, the office or even live at The Ashes!

We utilised a custom version of the popular Foundation framework designed to improve load and response times to keep the game moving even if your internet connection was crawling.

Working with the Press Association, we built Teapot Test to automatically update with live scores from their API. This meant players could see their predictions (and points) tally up in real time, adding more excitement and engagement into the mix. There was often quite a lot of data to deal with, coupled with many concurrent users presented a few development challenges during test matches.

Design

Yorkshire Tea are a straight talking, down to earth brand and this is something which we wanted to be reflected in the design of the microsite. Due to the nature of The Teapot Test (a play-along live game) we decided to used a mobile first approach, creating a scaleable, uncomplicated UI that really benefits from the brand’s strong colour palette.

Teapot Test stats

  • 281,730+ Predictions made
  • 5,795 Wickets predicted
  • 16,000+ Social engagements

Rhythm & Brews

Alongside our other cricket activity, we brought the band atmosphere to fans all over the country. With a suggest a song themed competition, fans had their chance to choose a song for the Yorkshire Tea band to learn and play during The Ashes tea breaks.

Rhythm & Brews received an excellent response on both Facebook and Twitter. Gaining retweets from Michael Vaughan, England's Barmy Army and other key influencers. With 1000s of suggestions and new fans and followers this mechanic engaged both cricket fans and tea lovers up and down the country.

The Big Screen

To help drive the campaign further we were tasked with creating a video to be shown live on the big screen throughout the Ashes series. Our short promotional video helped showcase The Teapot Test, Brewtime Bingo and cricket's number one van; Yorkshire Tea's Little Urn.

Some key stats

  • social stats icon 30,000 Visits
  • email stats icon 7,500 New fans
  • page view stats icon 15,000 Retweets
  • page view stats icon 10,000+ Favourites

“Working with Engage was just a breath of fresh air. Not only do they combine real design flair with a brilliant understanding of how to make online experiences a pleasure for the user, but they are a genuinely nice bunch to work with. Above all, the outcome was a gorgeous dynamic content hub that was easy to manage and a joy to interact with. Mission accomplished and then some.”

Tom Craik

Digital Communications Manager

Hey there old timer!

Our website uses some new fangled technology which we’re afraid your current web browser doesn’t support.

There’s loads of choice out there nowadays and it’s easy to upgrade. Just click the link below for more information!

Upgrade my browser

I.T. guy wont budge?

No problem! Give us a call on 0113 457 4090, we’re happy to help.