What we did
Spark PHD New Zealand helped Tui to promote their sponsorship of New Zealand cricket.
We offered $1m in prizes for fans at matches who caught a six in the crowd with one hand- providing they were wearing an orange Tui “Catch a Million” t-shirt.
What they did
One in four people, that’s 60,000 cricket fans, attending the matches bought a $30 t-shirt for a chance to win $100,000 for a one-handed catch.
What it achieved
The campaign created a huge buzz in national press and media, driving six million impressions on TUI’s Facebook page. Sales of Tui beer soared to their highest level in two years.