Gearing Up for The BMX World Cup

SWPix, Rule 5

The Rule 5 team are heading down to the National Cycling Centre in Manchester this weekend for the UCI BMX Supercross World Cup Round 1. The event sees the culmination of three months’ social media and PR work and the team will be issuing live updates to the media via Facebook and Twitter on both Friday and Saturday night.

Blue Peter are covering the legacy work being done to promote children’s interest in the sport, The Gadget Show have used practise sessions to test action video cameras, and BBC News who reported on the build up last week will be down again with a crew on Friday evening.  XFM and Radio Manchester have also covered the event so it’s already been a hectic week with the real action still not due for another 24 hours.  There are still a few tickets available but the finals on Saturday are sure to sell out so you’ll need to be quick.

British Cycling Picks Rule 5 for BMX World Cup

Rule 5 picked for BMX World Cup in Manchester

The agency has been selected by British Cycling to handle PR and social media on for the UCI BMX SuperCross world championships, which will take place at the National Cycling Centre in Manchester in April.

The agency, which launched in November, also handled the social media campaign for the Track Cycling World Cup at the new Velodrome in Glasgow during its first month of operation. “We looked around for agencies with the right combination of location, cycling and social media expertise and we ended up with a very short list” said British Cycling Cyclesport and Membership Director Jonny Clay. “We were also really impressed with the programme and the results that Rule 5 delivered on our behalf in Glasgow.”

The new win follows the appointment of two new staff; Senior Account Manager Carolanne Bamford in January and Trainee Account Executive Kirsty Usher earlier this month.

Track Cycling World Cup – The Audience Online

British Cycling Rule 5

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.

Rule 5During 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.