https://www.youtube.com/watch?v=AaMfXetLVp8

The Hundred

United Kingdom

31,157

Fans Registered

19,319

Pieces of Content Captured

34

Live Matches

4

Fan Activations

Overview

34 matches. 31,157 fans registered.

The Hundred is one of cricket’s most ambitious formats, designed to bring new audiences to the sport and give existing fans a reason to show up and stay engaged beyond the boundary. For the England Cricket Board, the 2022 season needed a fan experience that matched that ambition: interactive, connected, and built around participation rather than passive watching.

IUF Experiential delivered four digital fan activations integrated into the Hundred app, running at every match across the full summer. The Keeper Challenge, the Ultimate Catch, an AR t-shirt photo booth, and a group photo experience gave fans multiple ways to engage before and during matches, each one connected to a registration system, a real-time leaderboard, and a personalised content dashboard.

The activations ran consistently at every venue from gates open until closing time. 31,157 fans registered, 19,319 pieces of content were captured, and the Hundred app saw a significant uplift in registered users as a direct result of the fanzone experience.

Journey & Experience

Four reasons for fans to be part of the game, not just watching it.

Every fan registered on arrival, with their details connected to the Hundred app and a personalised dashboard tracking their activity across all four activations throughout the season.

Keeper Challenge – A Batak-style reaction game where fans defended their team by hitting a board of pucks flashing at different times and speeds. Fast, competitive, and immediately repeatable, the kind of activation that draws a crowd and keeps people coming back to beat their score. Results fed into the real-time leaderboard, visible on-site and through the fan dashboard.

The Ultimate Catch – Fans dived into a pit of soft foam to catch a cricket ball against a stadium backdrop, producing a memorable photo with real event atmosphere. The combination of physical challenge and shareable visual made it one of the most-photographed moments in the fanzone.

AR T-Shirt Photo Booth – Fans chose their team’s shirt and the AR photo booth applied it to their image digitally, producing a photo printed on the spot. A seamless blend of personalisation and physical keepsake, every fan left with something branded and specific to their team.

Group Photo Experience – A multi-person photo activation giving groups of fans a shared memory from their matchday. Single shots, animated overlays, GIFs, and double exposure options gave fans the format that suited them, with content available via the dashboard instantly.

Technology Architecture

Four activations. One connected platform. Every fan’s experience linked from first registration to final download.

Core Infrastructure

Hundred app integration – all four activations connected to the Hundred app, driving fan registration and content access through the official tournament platform
Registration station – on-site and online registration linking each fan to their activity across all activations
User dashboard (microsite) – personalised content hub per fan, accessible throughout the season with activity history and downloadable content
Real-time leaderboard – on-site and dashboard display, updating live across all activations to drive competition throughout each matchday
Photo experience platform – supporting single shot, animated overlay, GIF, and double exposure formats across the photo and AR activations
AR experience – augmented reality t-shirt application for team shirt personalisation at the photo booth

Hardware Ecosystem

Outdoor totem – weatherproof display unit for outdoor fanzone areas
2x wooden totems – branded display and interface structures within the fanzone
Halo unit – lighting and display rig for the photo activation
Batak hardware – reaction game boards and sensor system for the Keeper Challenge
Cameras and cabling – capture hardware across all four activations

Implementation

Every match. Every venue. The same quality of experience from the first game of the season to the last.

Phase 1 – Build & Integration

All four activations developed and integrated with the Hundred app and registration platform
Leaderboard, user dashboard, and content delivery systems built and tested
AR t-shirt photo booth configured with all team shirt options
Batak Keeper Challenge hardware and software configured and tested

Phase 2 – Season Deployment

Full fanzone installation deployed across all Hundred venues for the 2022 season
All activations operational from gates open at every match
On-site and online registration live and connected to the Hundred app

Phase 3 – Live Season Operation

Activations ran consistently across all 34 matches throughout summer 2022
31,157 fans registered and 19,319 pieces of content captured across the season
Real-time leaderboard and fan dashboard active and updated throughout every matchday

Outcomes

31,157 fans registered across 34 matches

A consistent registration rate across every game of the season reflects activations that worked, not just on opening day, but match after match, venue after venue. 31,157 registered fans represents a significant, directly attributable data asset for the England Cricket Board and the Hundred.

19,319 pieces of shareable content

Every photo, every AR image, every animated overlay is a piece of Hundred-branded content in a fan’s hands, ready to share. 19,319 pieces of content created organically across the season extended the Hundred’s reach into social feeds well beyond the stadium.

A fanzone that ran the full screen

The activations didn’t just work at the first match and fade. They ran consistently from gates open to closing time across all 34 games, reflecting a build quality and operational model that held up under sustained, repeated use across a full professional cricket season.