Sage · The Hundred

How Sage made mind control a family game at The Hundred

From five-year-olds to ninety-year-olds, everyone could play. Concentrate hard and the cricket ball grew enormous. Lose focus and Sage presented you with something rather less impressive.

Brand ActivationParticipationBrand AwarenessFootfallSocial Content

How Sage made mind control a family game at The Hundred

The challenge

Sage wanted a family activation that belonged at The Hundred, appealed across generations and gave everyone an immediate reason to join in.

What we built

Let players grow a cricket ball using only their concentration, then take the real ball they had earned and use it to bowl over a set of giant wickets. The more focused the player, the bigger the ball and the better their chance of winning a prize.

The experience

Players stepped up to the screen and put their concentration to work. As their focus rose, the virtual cricket ball grew. Strong concentration produced an enormous ball. A wandering mind produced a comically tiny one. The machine then released the corresponding real ball and the player took their shot at the giant wickets. Every attempt created a spectacle for the people watching and a reason for the next person to have a go.

The result

Across three days, 1,171 people took part. The activation drew continuous queues and brought children, parents and grandparents into the same playful challenge.

What it delivered

1,171: Participants
3: Days
5–90: Ages

The game was simple enough to understand at a glance, funny whether someone succeeded or failed, and competitive without excluding anyone. Mind control created the surprise, but the physical bowling challenge made it a shared family experience.