BKT x BBL Cricket Partnership & Activations
BKT Tyres is an Indian based tyre manufacturer & one of the largest distributors of tyres to the farming & mining industries around the world. BKT tyres tasked HSE to help leverage their partnership with Cricket Australia & the Big Bash League.
HSE developed a strategic framework & an end to end activation plan utlising the rights & benefits awarded to BKT. The purpose was to raise awarness of the brand & it's association with cricket, whilst engaging the dealers of BKT Tyres.
We kicked off with a launch event at the MCG with Rickey Ponting & activated with the "BKT Fan Zone" at key BBL matches throughout the season.
Utilising our media expertise, we have also amplified the partnership through a media buy with Macquarie Radio, giving away BBL finals tickets & promoting the #bktcricket competition, to win a number of cricket-themed prizes, including an all-expenses trip to the 2019 Ashes in the UK.
Event Launch at MCG
"BKT Fan Zone" activations with over 9,000 engagements (Adelaide, Melbourne & Brisbane)
added value vs investment with Macqaurie Radio
grassroot cricket clubs rewarded with free finals tickets