Fans of customised, first person sports films, interactive games and the Tour de France will love Oakley’s new digital campaign which gives players the chance to race against sprint king and green jersey winner Mark Cavendish.
‘You Vs’ is the sunglasses giant’s most innovative piece of cycling activation this summer. It’s a stylish and fun piece of digital integration and entertainment which uses Facebook Connect as the tool to enable you to challenge the HTC-Columbia rider to a bike race. His team sponsor also gets some good
To build up a fan base on the site, after ‘liking’ the page players can then use the website to upload their pictures and then take part in a filmic challenge that features their own mug shots on billboards as well as on the bike in race footage.
Choose your colour kit (true cycling fans can even match the colours from their favourite sponsored teams) and then make moves during the race itself to see if you can beat ‘Cav ‘ cycling’s biggest road racing superstar.
And there is a real world link too, as those who beat him digitally can enter a competition to race him for real in the physical world.
The campaign also enables players to tweet their results and invite friends.
Oakley marketers worked with Bigball Films on the project – who have also been involved in other recent campaigns such as ‘I am Playr’ and Johnnie Walker’s Vodafone McLaren F1 activation campaign ‘Step Inside The Circuit’.
Comment:
Well timed to coincide with the Tour and a perfectly chosen brand ambassador in Cavendish who won the most stages in this year’s race and won the Green Jersey sprinters’ competition – this is genuinely engaging and also showcases Oakley products effectively to boot.
Another plus point for this campaign is scalability. Swap stars and sports and the same approach could be used by the brand to engage other fan bases too – ‘You Vs ?’. Indeed, there are already rumours of other Oakley brand ambassadors being lined up for the treatment – specifically Rory Mcllory, Kevin Pieterson and Sebastien Loeb.
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