I developed this web video and PR-based initiative to give the Melbourne Renegades team some much needed personality and a reason for cricket fans to get on board. This involved the recruiting of comedian Pete Helliar’s much loved Strauchanie character and making him the team’s new President.

So following a Facebook promotion to elicit the public’s support for Strauchanie in the top job, a series of web videos were released which worked effectively to showcase the team to the fans, drawing them in via the entertaining storylines and amusing performances. At the same time the videos served to sell memberships and tickets to the games, as well as form the basis for great PR with the “Shane Warne” video making it to the free-to-air networks’ news programs.