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ICC launches World T20 2012 social media campaigns
MUMBAI: The ICC has unveiled a range of social media activations to promote the ICC World Twenty20 Sri Lanka 2012, which begins on Tuesday in Hambantota.
Using the official event Twitter hashtag, #wt20, fans will be encouraged through the global broadcast feed, produced by ESPN Star Sports for the ICC, to share their thoughts on the action and make this one of the most talked about cricket events ever to date.
Exclusive behind the scenes photo and video content will be released on both www.facebook.com/cricketicc, which already has almost 1.3 million fans, and through @cricketicc which is followed by over 425,000 supporters across the globe. Score updates will also be available for all matches from @wt20scores, which will provide regular updates from all matches.
Recognising the global popularity of cricket and allowing it to reach new fans in South Asia, Twitter has launched a special event page in partnership with the ICC on its own platform – the first time this has happened for a major global cricket event – following the success of its event pages with #nascar and #olympics earlier this year. The #wt20 event page, which can be viewed at www.twitter.com/#wt20 contains the very best tweets from organisers, players, media and fans.
The ICC has also been working with Facebook on this and other special events, including the LG ICC Awards, where fans voted for the LG People‘s Choice Awards via a Facebook application, and will be rolling out new Facebook integrations on the ICC Cricket 360 weekly magazine programme in the coming months.
In addition, the ICC is working with its commercial partners to provide a range of incentives to talk about the ICC World Twenty20 on social media. One of the highlights of the activations is a ‘flock to unlock‘ partnership between Emirates Airline and the ICC using the #wt20. Fans will be rewarded for passing various milestones using the #wt20 by unlocking fantastic prizes, including business class flights and Skywards miles, which they will have a chance to win through entering competitions that will be run simultaneously on the Emirates Airline and ICC Facebook pages.
Other visualisations on the event site, available at www.icc-cricket.com, will include a leaderboard, which will track the most talked about teams and players, presenting a unique way for fans to follow the most talked about moments of the event.
Further social media activations will be unveiled during the course of the tournament.
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
