Big Bash League Power Surge
The 7th Annual Awards
- Best New Fan Experience
ABOUT THIS ENTRY
An activation called ‘Power Surge’ transformed a pivotal in-game Cricket rule into a high-energy, fan-driven moment through immersive stadium takeovers, real-time reactive elements, and viral social media engagement, setting a new benchmark for interactive fan experiences in the Australian T20 Cricket Big Bash League.
How does this represent "Excellence in Engagement"?
Power Surge set a new benchmark for in-game fan engagement by seamlessly blending live-action excitement with immersive technology. It not only amplified crowd energy but also extended engagement beyond the stadium through social media viral moments.
By incorporating real-time reactive elements, elevated branding, and audience participation, the Power Surge redefined how a single game moment can captivate fans. Its innovative execution paves the way for sports leagues worldwide to rethink fan activation strategies, proving that even traditional game mechanics can be reimagined into highly engaging, commercializable assets. Power Surge is more than just a rule of the game—it is a new experience that moves the game and T20 cricket product forward by deepening fan connections and setting new standards for interactive in-game engagement.
Objective
Power Surge was created to elevate a pivotal in-game rule into a high-energy, fan-driven spectacle that heightened anticipation, amplified crowd participation, and educated fans old and new within the Big Bash League (BBL). Introduced as a two-over period after the 10th over, limiting two fielders to be outside the 30-yard circle, Power Surge elevated the strategic twist to the game and added atmosphere across all 8 national BBL teams, 44 24-25 season games, and 11 different venues nationwide.
The goal was to create a multi-sensory experience that went beyond traditional match moments by integrating sound, visuals, and audience participation to bring together an immersive atmosphere.
By making Power Surge a defining in-game moment, it was designed to not only elevate the stadium experience but also drive digital engagement and social media buzz. The concept was also developed with a long-term vision to make it commercially viable, setting the foundation for future commercial sponsorship opportunities and better audience connection.
Strategy & Execution
To captivate the modern sports fan, Power Surge was designed as a complete takeover experience across all stadium technology mediums. A “powering up” build was introduced with next-over graphics, field audio cues, and rhythmic lighting pulses to prime fans.
Once activated, the stadium transformed with LED visuals, pyro effects, stadium lighting and the bespoke Power Surge anthem. The immersive experience was complemented by real-time reactive gameplay elements—boundaries, wickets, and major plays triggered instant audio-visual feedback, ensuring continuous engagement.
The strategic integration of branded graphics and data storytelling displayed live Power Surge statistics, giving fans deeper insights while opening doors for commercial partner involvement. Additionally, the content strategy extended beyond the stadium, with highly shareable moments on TikTok and Instagram Reels, ensuring the excitement resonated across digital platforms.
Organizations
- Cricket Australia
- Foti International Fireworks
Credits
Luke Pacconi
Group Creative Director
KOJO
Nick Robertson
Creative
KOJO
Jack Prenc
Motion Design Director
KOJO
Valentine Gunadharma
Senior Motion Designer
KOJO
Anthony Cristiano
Motion Designer
KOJO
Bridget O'Grady
Senior Content Producer
KOJO
Mahliah Ivory
Content Producer
KOJO
Tom Harvey
Associate Content Producer
KOJO
Callum Prior
Content Production Coordinator
KOJO
Aiden Blizzard
GM of Partnership & Growth
KOJO
Sarah Brady
GM of Delivery
KOJO
Chad Badman
Senior Designer
KOJO
Stuart Whitlock
Sports Producer
KOJO
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
