World’s Best Fielder
Creative agency: WiTH Collective
Brand name: Fairfax
As the Cricket World Cup descended on Australia and New Zealand, Fairfax knew locals would be hungry for content.
So to stand out from the crowd, Fairfax put cricket fans where nobody else could: On the field.
World's Best Fielder let fans strategically place themselves on the field of live games in a bid to save runs and change the outcome of the game. Real time data from the Fairfax Live Match Centre chalked up the runs they'd saved, with bonus runs awarded for higher engagement.
Players competed against their friends, and the rest of the population, as they closed in on the $5K Prize and the prestigious title of World's Best Fielder.