MCC brings cricket to the mobile masses

MCC has joined forces with 4D Interactive to trial a new telephone service for cricket fans across the UK, enabling them to access the home of cricket, Lord’s, at any time. By simply dialling into a non-premium rate telephone service, callers have access to low cost information and entertainment from Lord’s.

Keith Bradshaw, MCC’s secretary and CEO, commented: “MCC is constantly seeking new ways to engage with cricket fans and give them access to the home of cricket. Few of us leave home without our mobiles these days and so this service provides a natural way for our fans to access the Lord’s experience wherever they happen to be.”

The new service, based on 4D’s Sports Chat product, provides cricket fans with the opportunity to use landline and mobile phones to interact with other cricket fans, access scores from Lord’s and around the UK, hear the latest news from Lord’s. Users can also test their cricket knowledge and debate the very latest issues in the game, with the opportunity to send their own views direct to Lord’s, all from just 10p per minute from a BT land line.

The service was first in operation during the England v South Africa Test Match at Lord’s (July 10th to July 14th) and also delivered match day information including weather, travel and ticket news. All user-generated content was moderated inhouse by 4D in real-time.

David Lee, 4D’s MD, said: “Cricket fans are incredibly passionate about their sport and we’re pleased to be offering them new ways to interact with matches, teams and other fans. The Lord’s Cricket Service will create a new community that will be able to access the Home of Cricket and thus take part by providing their views on the changes that are happening within the game.”