Using Ask.com’s sponsorship of the England Cricket Team, Synergy Experiential created a series of live events to build empathy for Ask.com among UK urbanites by presenting England’s Ashes heroes in a radically different way: as the urbanites they are, in the places where they’d choose to eat, drink and be seen - like the target audience.

No stuffy shirts and speeches. No formality. No tradition. Instead, Synergy created four live and exclusive events in cool venues in London, Birmingham, Leeds and Manchester, giving urbanites the chance to mingle and chat off the record with the players.

An integrated online and offline campaign, timed to coincide with big matches, drove awareness of the events, which were over-subscribed by 6:1. They became big news stories in their own right, and were owned and filmed by Ask.com to create unique content for a specially-created microsite.

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