The campaign, called "Follow Us", also aims to raise the profile of the England cricket team and encourage grassroots participation in the sport.
Central to the campaign will be the highlighting of the online content provided around the series between England and Australia, including the streaming of video highlights from the ECB’s website from each day's play.
Fans of the sport will also be able to follow the progress of the team across social media offerings, including Facebook and Twitter.
These digital platforms will be aided by live player interviews on Facebook, an Ashes audio podcast, an Ashes newsletter sent to more than 250,000 subscribers on match days, and Graeme's Swann's video diary.
The digital push has been spearheaded by Steve Elworthy, ECB's director of marketing and communications, and Will Collinson, ECB, head of marketing.
It has largely been run from the in-house ECB’s marketing department.
The first of the five test-match series began this week in Brisbane.