When we were asked by British Cycling to deliver a social media campaign for the Track Cycling World Cup they wanted us to ensure that fans could get a look at the action – whether or not they had tickets – for the sell-out weekend at the new Glasgow Velodrome. We had just three months in which to do it.
We took full advantage of the post Olympic excitement and interest in cycling to quickly build a following and used tickets, rider profiles and exclusive photography of the new Velodrome to drive interest on Twitter. The agency also implemented its own process for identifying similar or interested accounts and encouraged them to follow. A dedicated Facebook page was also created and used to share behind the scenes images and information. In the immediate run up to event we posted team selections news, insights about the venues and promoted broader media coverage; linking to articles in the press.
During the World Cup itself a combined British Cycling and Rule 5 Team were stationed in the press stand and reported the event live alongside the world’s media giving the audience instant online news and images. Pictures of Sir Chris Hoy’s appearance were delivered online live, whilst he was still speaking to the crowd.
- We gained over 5000 twitter followers in three months (1,500 over target) and the Facebook weekly reach peaked at over half a million – five times the target figure.
- Over 4000 people engaged with comments, likes and @posts on the Twitter and Facebook pages over three days of the World Cup itself.
- The social media platforms also operated as a vital customer service tool – reducing calls and assisting with enquiries from fans.
Not only were we able to deliver an enormous reach over a short period but we showed how social media can work alongside conventional media at a major world sporting event.