ICC celebrates 10 yrs of India’s triumph in 2011 Cricket World Cup

To celebrate the 10^th year anniversary of India’s triumph in the 2011 ICC Men’s Cricket World Cup, the International Cricket Council (ICC) is launching #CWC11Rewind, a series of content across the next six weeks, beginning February 19, 2021 with the India vs Bangladesh game. The campaign will look back at the tournament’s iconic moments and will have content produced both in Hindi and English. With a commitment to engage fans of cricket with compelling content beyond English, the #CWC11Rewind campaign is only the beginning of ICC’s long-term multi-lingual strategy to take cricket to a larger demographic.

Some of the content initiatives through the campaign will include 5-minute highlights of every match released on the ICC website on the day the match occurred, player focused highlights from each match across ICC social channels, daily Instagram Reels content targeting a younger demographic and interviews with key players from the event. In a concerted effort to customise, localise and engage fans from India, especially from the large Hindi-speaking markets (HSM), there will be over 100 posts during the course of the campaign to the ICC’s Hindi Group https://www.facebook.com/groups/140416117847415.

In addition, there will also be 5-minute match highlights from all nine Indian matches with Hindi commentary. Fans will also be able to indulge their nostalgia for the event with quizzes, polls, etc., across ICC’s digital platforms.

In 2020, the International Cricket Council (ICC) was named the No. 1 sports’ governing body for video views on Facebook, with more views on the platform than any other leading sporting organisations the same year. The results from Facebook-owned “CrowdTangle”, an analytics tool, were another clear indication of the power of cricket to connect and engage with fans around the world through compelling content. At a time when COVID-19 had severely impacted live sports, the ICC’s channels went from strength to strength, with its Facebook page receiving more than double the engagement of other global sporting federations. As the sporting landscape changed during the global pandemic, the ICC acted to engage fans with a host of nostalgic, snackable content. As a result, daily video consumption on Facebook had jumped from 3 million minutes viewed to 15 million minutes per day (outside of the ICC live events).