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.
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
During the Teapot Test we captured players data to use within the campaign (everyone needs a friendly reminder to make sure they don’t miss out). Out of all players 76% opted in to Yorkshire Tea’s mailing list and through our triggered emarketing strategy we managed to maintain an open-rate of 48% throughout the campaign.
Nothing shouts Yorkshire and Tea better than taking a break and enjoying a proper brew. At 3.40pm every Friday (to run alongside The Ashes tea breaks) we invited fans to join the #YorkshireTeaBreak movement by Tweeting and Instagramming themselves on their tea break.
Throughout the summer campaign we saw over 600 entries from fans across the UK and received a warm reaction with a weekly winner receiving a bunch of Yorkshire Tea goodies!
The dedicated microsite we built pulls in content from various social platforms such as Instagram and Twitter. We used our bespoke content management system, optimised for speed and usability, to provide Yorkshire Tea with the flexibility to moderate each post before being displayed on the site.
Some key stats
- 30,000 Visits
- 7,500 New fans
- 15,000 Retweets
- 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.”