Weet-Bix challenged us to refresh its King of the Six campaign, celebrating the Big Bash League’s biggest hitters. The campaign asked fans to guess who would hit the most sixes throughout the BBL season for a chance to win cash and prizes. With a reduced budget and a desire to drive more online conversation, we needed an ingenious way to refresh the campaign and get fans riding every six over the boundary rope.

Featuring BBL stars Chris Lynn, Aaron Finch, Brad Hodge and Moises Henriques, we sparked an online conversation about who would hit the most sixes for the summer. We then asked fans to ‘Name the King’s Blade’ for a chance to win a signed bat from their heroes, using a simple ‘comment below’ entry mechanic.

The idea got fans talking, generating over 188,000 bat name entries, with creative suggestions including The Ball Crusher, The Ticklestick and The Whallop. The kings themselves chose the winning names for their bats: Brad Hodge’s Slogasauras, Aaron Finch’s The Infinchable, Moises Henriques’ Flaming Mo and Chris Lynn’s LUDA-CHRIS.