S+V delivers social media content strategy for MCC at Lord’s
TV sports production and media company Sunset+Vine has been commissioned by Marylebone Cricket Club (MCC) to deliver its social media content strategy including the Lord’s Cricket Ground YouTube channel as well as content across the Lord’s Facebook and @ Home of Cricket Twitter feed. Sunset+Vine will be creating new content several times a week using a mixture of newly shot original content and by repurposing MCC’s extensive archive. YouTube specialist digital agency Diagonal View has been brought in by Sunset+Vine to handle channel management and optimisation requirements.
The new content is already offering ‘never seen before’ insights into cricket, which is proving popular for users. A GoPro camera was attached to Australian batting legend Adam Gilchrist’s helmet as he opened the batting in the recent MCC versus Rest of the World match at Lord’s. ‘GoPro batting’ featuring Adam Gilchrist facing Shaun Tait has, so far, hit 315,000 views and over a ¼ million minutes watched, while a clip featuring the most famous man in cricket, Sachin Tendulkar walking out at Lord’s, has reached almost 730,000 views on YouTube and over 1 million views on Facebook.
Andrew Piller, commercial director at Sunset+Vine (pictured), commented: “there is nowhere more special to watch sport than at Lord’s Cricket Ground. The history and prestige associated with the ground is unmatched in sport. To have the opportunity to bring cricket enthusiasts from around the world closer to the spiritual Home of Cricket is a wonderful opportunity.
“Through the Lord’s Cricket Ground YouTube channel, not only will fans be able to unearth a treasure chest of archive footage but they will also have unprecedented access and insight from the stars of the game, both past and present. In the soft launch period we have had to date, we have seen that the new approach is being very well received.”
Since 1June 2014 the Lord’s Cricket Ground YouTube channel has achieved 1,237,401 views, an increase of 1539% on the previous 1½ month period. Twitter following has grown by more than 13,000 (increase of 333% on the previous two month period), and Facebook impressions of more than 38 million is an increase of 1,468% on the previous two-month period