Contented / Case Study

The Hundred

A cricket format built to entertain

As part of a long-standing relationship with the England & Wales Cricket Board, Contented was tasked with launching The Hundred – a brand new cricket tournament designed to introduce the sport to a new generation.

Contented launched a series of bold, colourful and energetic explainer videos and hype pieces to sit across social and The Hundred website. Eye-dazzling announcement videos to get people excited about key dates and news; GIFs, graphics and edits to bring player transfers to life; as well as partnership content for brands such as BBC Sounds and New Balance.

The campaign exceeded all channel growth KPIs and view-through rates while delivering impressive levels of brand awareness, ticket sales and data capture.

In total, Contented produced over 280 pieces of cut-through content that helped turn The Hundred into a truly unmissable, edge-of-your-seat event for the 21st century.

  • 16.1M overall broadcast reach
  • 34M video views
  • 510K tickets sold and issued
  • 55% new-to-cricket ticket buyers
  • 19% of all tickets for kids