Former cricket star Adam Gilchrist has signed up for 3 Mobile's Ashes coverage in Australia.
He'll be delivering daily updates as England and Australia pit their cricketing wits against one another, with a dedicated Gillyashes Twitter feed.
There's also a Facebook profile for cricket fans who want to make Gilly their 'friend', and a promotional website covering all things Ashes on 3 Australia's website.
All this, of course, has a wider promotional aim, punting 3's Cricket TV mobile TV package, which costs AU$5 a month, but lets fans watch the action live.
As part of 3's deal in Australia with Vodafone, Cricket TV will also be available to customers on that network, as part of its AU$8-a-month News & Sport Mobile TV bundle.
By contrast to 3 Australia's dynamic social media approach to the Ashes, Vodafone UK's cricket portal is a bit more... static. Let's hope the comparison doesn't hold true for the actual teams.
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