The Hundred promotes competition with an industry first augmented reality cricket game

The Hundred – a new 100-ball cricket competition, has partnered with Threepipe, Mobsta and Aircards to create an epic game and new user experience to promote the launch of the competition this summer.

For the first time Mobsta’s hyper-local, verified location targeting, has been combined with an immersive Web-based Augmented Reality (WebAR) game built by Aircards, allowing families to be a part of the event without leaving their living rooms. Mobsta, the Operator Intelligence Platform, uses operator data to validate inventory accuracy at every data point – meaning high-quality, incredibly accurate, inventory supply that can be coupled with their location derived audiences based on real world & digital behaviours.

Mobsta has utilised this data to direct families interested in sports within 50km of The Hundred event stadiums, to a completely unique WebAR game, where users have a chance to immerse themselves within The Hundred stadium and compete in their own live-action version of the event from their phones.

Aircards creates best-in-class, highly innovative brand experiences, leveraging the power of Web-based Augmented Reality (WebAR) in partnership with industry software leader, 8th Wall. The experience created for the ECB is a never-seen-before use of the technology to create a highly interactive cricket gaming experience.

The WebAR game included features team-selection and character customization, allowing users to enter their initials in order to personalise their player within the game. Other features included physics simulation, haptic vibration feedback, and Spatial Analytics which allowed for granular analysis of user interactions in 3D space.

Jonathon Webb, Brand Manager – The Hundred says “The Hundred has innovation at its heart, so working on an augmented reality game to drive engagement among our target audiences is a really exciting opportunity and a great addition to our wider campaign. Working closely with Threepipe, Mobsta and Aircards, this AR game gives users a taste of what The Hundred will be like, from the gameplay format through to in-game visuals and personalised kits. We want to throw crickets doors open to broader audiences and using this game across paid mobile advertising, with its sophisticated targeting, allows us to present The Hundred to our desired audiences in a fun and engaging way.”

Jim Hawker, Co-Founder, Threepipe Reply: “We are always looking for innovative partners to feature on our media plans and we were excited to approach and work with Mobsta and Aircards for The Hundred this year. The game forms a valuable part of our engagement strategy in driving awareness and ticket sales for this unique competition.”