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Škoda tours new digital campaign

An automotive brand is hoping to take the online marketing equivalent of the yellow jersey with its latest interactive approach.

Škoda has launched a  fantasy football-style game called Your Team. Fans are invited to create their own nine-man cycling squad. Accumulating points over the weeks, anyone taking part has the chance to win a VIP trip to the 2015 Tour de France.

The Czech Republic-based firm has been sponsoring the Tour for over a decade, supplying the support cars to teams and organisers for the gruelling three-week cycling event.

With the world’s biggest bike race more popular than it has ever been, particularly in the UK, the car maker has chosen this year to launch its innovative digital campaign. Marking 11 years of Tour sponsorship, the firm is looking to connect with cycling enthusiasts and create a relationship.

Other prizes up for grabs include a state-of-the-art, Škoda-branded road bike and branded cycling gear.

British cycling stars Chris Opie and Ed Clancy have produced a series of video blogs to help people pick their team, whilst an automatic selection tool can help those without much knowledge of the road-cycling competition.

The campaign is also being marketed heavily on social, with ‘spot prizes’ happening throughout the Tour on both Facebook and Twitter. The firm’s marketing communications manager, Emily Burns, explained:

“As a brand, Škoda has been behind cycling for over 100 years and this year marks 11 years of Le Tour sponsorship. We are the ‘Team behind the Teams’ and really feel like this campaign brings Le Tour to the masses by connecting the event with a broad digital audience.”

Any fans wanting to take part in the competition have to select their teams by Sunday, July 27. This is the final day of the tour, which will see the peloton descend on Paris for the Champs Elysees sprint finish.

Steven Morris

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