Team Sky’s Tour Work Spans Jaguar, Shimano, GoPro & Lego Campaigns

It has become something of a pattern for Jaguar to leverage its relationship with Team Sky to promote prototypes, concept cars and future models.

In 2014 it was a bespoke, one-off concept F-Type Coupe‘Time Trial Support Car’,

which appeared alongside the regular Team Sky 2014 Tour de France Jaguar XF Sportbrake.

The same week as Jaguar launched its activation, Team Sky itself rolled out an excitement-building, pre-Tour webfilm on its own social channels.

Called #AllexTeamSky, the online spot aimed to drive excitement around the team and the Tour by showcasing just how tough the race is through a set of comparisons with various other sports.

Another part of its #AllezTeamSky initiative to build support for the team around the 2015 Tour is a competition developed in partnership with Lego.

It seems that most entertainment and sports properties have been recreated in Lego in recent years as the Danish toy giant continues its ongoing partnership and event-based marketing strategy and one of the latest alliances sees Lego link with Team Sky.

In a competition-led activation strand, leveraging interest in the team around the Tour De France, Lego has created a unique set of Team Sky pieces: ranging from all nine 2015 Tour riders, plus team principal Sir Dave Brailsford, a Jaguar support car and the team bus (nicknamed The Death Star).

One lucky winner will scoop the Lego set.

To enter Team Sky is urging bike fans and Lego lovers to post a photo or video of yourself on Facebook, Twitter or Instagram showing your support for Team Sky – the more imaginative and colourful, the better!

All entries must include the hashtag #AllezTeamSky and the tag @TeamSky.

A further partner/supplier 2015 Tour De France competition campaign sees Sky link with drivetrain equipment partner Shimano for a Team Sky strand of Shimano’s ongoing #Believe campaign (see http://www.weraceshimano.com).

Led by a July webfilm featuring competition winner Travis Klok who’s Shimano’s #Believe competition prize was to spend a day riding with his idol and Team Sky’s 2015 Tour de France leader Chris Froome.

This part of an ongoing, long-term series, activating around the Tour de France, and last year’s version focused on Geraint Thomas.

Throughout the race itself, Team Sky continues to use video to engage with fans and bring them closer to the race action and offer an insider perspective on the squad through a series of #InsideTheTour webisodes showcasing different aspects of the team and the race: including Part Two – The Role Of The Sports Director,

Part Three – The Domestique,

and Part One – On Bike Camera.

This third film also highlights GoPro’s expanded partnership with the Tour De France.

GoPro is the official camera of the ASO and the Tour de France, plus of Velon (a group of 11 UCI World Tour cycling teams – including Team Sky).

This partnership sees it mount cameras on bikes during the race and share this content across its social media channels – including YouTube, Instagram, Facebook and Vine – including its ‘Ride Of The Day’ clip feature (an initiative that also sees fan submissions considered for a set of prizes ranging from a GoPro bike kit to a VIP place at the Tour de France finish line in Paris).