CA Technologies leverages its sponsorship with UCI Pro Tour cycling team Trek-Segafredohas through a new campaign, ‘Who’s Behind You?’, that lives in real-time across the brand’s digital, social, and experiential channels.
At the heart of the activation sits a new CA Technologies cycling-themed newsletter called ‘The Break’.
Cycling is a sport that requires a team of people behind you to get to the finish line. We're proud to be @TrekSegafredo's Official Enterprise Software Partner!
Sign up for The Break to go behind the scenes of @TrekSegafredo's successful season! https://t.co/JTASg4aU5O pic.twitter.com/FTkdYb5YCL
— CA Technologies (@CAinc) March 28, 2018
The sponsorship, which is not just a commercial tie-up but also an on-road technology support programme that enhances the team’s performance, sees the software systems brand place its logo slap bang ‘on the behind’ of the rider’s kit.
Thus, the traditional logo-led placement part of the activation dovetails with the titular theme of the campaign itself.
Developed in harness with sports and sponsorship agency Octagon, who fed into the strategic as well as the creative elements of the activation, the campaign is spearheaded by a ‘manifesto video’.
This is supported by a season-long ‘Who’s Behind You?’ content library led by a series of short form documentaries that explore the stories of Trek-Segafredo’s people and which also offer training tips.
Further content, including race-related assets, feeds into the monthly The Break newsletter and is amplified across the brand’s social channels and brought to life throughout the at-race hospitality events too.
C’est le Tour des Flandres auj. : « CA Technologies apporte tout son soutien à @Jasperstuyven et toute l’équipe @TrekSegafredo https://t.co/ljwMi21tds #RVV18 #NextStep #cycling @todaycyclingfr pic.twitter.com/wjpLxSwnt3
— CA Technologies, Fra (@ca_france) April 1, 2018
We present our @CAinc rider for the month of February, powered by @flowdock
Through #Flowdock, our riders share key information with the team, making teamwork a wonderfully seamless and highly productive experience. pic.twitter.com/lndJbqpSH2
— Trek-Segafredo (@TrekSegafredo) March 27, 2018
Comment:
This work follows on from the brand’s successful Tour de France partnership and hospitality programme in July 2017 and subsequent content pieces.
The umbrella objective behind the partnership and the activation is to create ongoing content that drives conversation with IT decision makers (particularly those who love cycling).
Links:
CA Technologies
https://www.facebook.com/CATechnologies
https://www.linkedin.com/company/ca-technologies
https://www.youtube.com/catechnologies
Trek-Segafredo
https://racing.trekbikes.com/stories/road/trek-segafredo/
https://www.facebook.com/TrekSegafredo/
https://www.instagram.com/treksegafredo/
https://twitter.com/treksegafredo
Octagon
