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Vodamelon Helmets

80,000 engagements
420,000 spectators

The ‘Vodamelon’…the birth of cricket’s latest craze, an engaging campaign with a difference for Vodafone’s Naming Rights partnership of the Australian Test Cricket Team.

For years fans have scooped out and carved watermelons into custom shapes and donned them to watch the cricket, but this year fans are being treated to a free (and some would say a lot less sticky!) version as they enter the grounds courtesy of Vodafone.

First to get in on the act was Channel Ten reporter Jonathan Lea, with a few Live crosses from the Outfield at the Gabba…”The only respectable helmet to wear at the cricket,” said Lea through Twitter.

And fans were keen to show off their helmets with massive exposure at all grounds, televised coverage, and across the various social media channels.

The demand for the Vodamelon saw over 80,000 of the custom units given away over summer, with Tests in Qld/WA/SA/Tas/Vic/NSW, and 4 One Day International matches in Vic and NSW. Over 420,000 spectators were exposed to the campaign across the summer of cricket.