The agency working with British Cycling delivered an astonishing 137 million impacts on Twitter last weekend for the UCI Track Cycling World Cup, a key contest in the run up to Rio 2016. Teams from 39 nations were at the Lee Valley VeloPark in the velodrome that was used at the London 2012 Olympic and Paralympic Games.
The social media campaign incorporated video content, edited and shared in near real-time ahead of TV highlights which will be shown on BBC 1 next Saturday. Gold Medal wins from the men’s and women’s team pursuit teams plus Laura Trott in the omnium, Owain Doull and Mark Christian for Great Britain in the madison provided some of the electrifying content. The social campaign also used interviews with fashion guru and cycling fan Sir Paul Smith and fellow knight and six times Olympic track cycling champion Sir Chris Hoy.
“We had a team of five working shifts throughout the weekend posting content on Twitter, Facebook and YouTube, as well as a live blog from 7am through to midnight”, said Rule 5’s Rob Brown. “We were working hand in hand with British Cycling’s team to ensure that if you were following the event on your phone, laptop, tablet or PC you got a real sense of the excitement.”
Social coverage was monitored using Facebook Insights, YouTube Analytics and TweetBinder, which allowed the Twitter statistics to be tracked in real time. Over thirteen thousand tweets used the hashtag #TWC or #TrackWorldCup or the phrase ‘Track World Cup’, reaching 24.4 million people at an average of 5.5 times across the weekend and generating 137m impacts.