​AI-driven CX delivers Foxtel a cricketing win

Artificial intelligence is used to alert cricket fans to wickets before they fall

Foxtel and Mindshare are looking to lift fan engagement to the next level for cricket fans using artificial intelligence (AI).

‘Monty’, a machine learning (ML) model, has been spotting when and how wickets would fall in live games, in real time, and alerting fans before it happens. Built as a collaboration between Foxtel, FOX Sports and Google, Mindshare Monty can spot a wicket up to five minutes before it falls.

To do this, Monty has watched every single ball bowled by the Australian National Men’s team over the past 18 months more than 500,000 times and has built the patterns into a bespoke ‘Wicket Warning’ system. The machine learning model works by recognising patterns in player behaviour based on past form and the live conditions of the pitch. When Monty’s confident a wicket will fall the model autonomously deploys new creative and adapts bidding across dynamic display, pre-roll and digital outdoor so fans never miss a moment.

Over the summer cricket season, Monty has been continuously learning, and predicted close to 498 wickets across international cricket games. According to Foxtel, it's delivering unprecedented cut through and cost-effective conversions, with Foxtel enjoying double-digit increases in weekly sales growth following his promotion into the starting line-up.

Monty’s predictions were integrated into the FOX Cricket app during the Boxing Day Test, with push notifications alerting fans to the next wicket published over the course of the biggest game of the summer. In addition, a Google Assistant experience on Google Home allowed fans to say 'Hey Google, ask Monty for the next wicket' and listen as he described  how comfortable the current batsman should be at the crease.

Foxtel senior marketing manager, Christopher Pocock, said Monty exceeded all expectations and earned his spot on the team by delivering results every match.

“This media innovation is a perfect demonstration of how creativity and data can combine to create a totally new experience for fans,” he said.

Mindshare head of innovation, Jack Smyth, said Monty is proof a new era of analytics is here.

“Monty’s learning more with every single ball and working with Foxtel and FOX Sports we’re going to build on our first mover advantage. To see an idea leap from messaging all the way through to a totally new way to watch the game is incredibly exciting – and only possible thanks to the Foxtel team’s appetite for innovation.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

I have recently worked on Big Data while studying on my certificate exam SAA-C01 Braindumps provides authentic IT Certification exams pre...

samried

The CIO and CMO Perspective on Big Data

Read more

Thanks for sharing the insights. The findings are spot on according to several encounters we had with various brands in the luxury retail...

Xen Chia

Report: Only 11 per cent of brands use customer data effectively

Read more

I think they are overpriced. Don't you think so? I won't buy them.

Donna Green

Apple Watch arrives April 24, some models top $10K

Read more

Energy Makeovers provides services to building owners to reduce their energy consumption and emissions, including replacing halogen light...

samried

How one energy company is giving itself a social media makeover

Read more

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

Latest Podcast

More podcasts

Sign in