Lotto Soudal is a leading cycling team with Belgian roots who present their new team members each year in December. There was a classic approach of doing this with a classic event like so many others do. The team manager was looking for an innovative and cost-efficient way of showcasing the new talent to broader audience.
This unique team has followers all over the world and cycling fans are very community driven. That’s why we wanted to focus on their primary social medium to create a ‘first ever’ Facebook live event. That way fans could instantly connect with the team and didn’t have to be ‘invited exclusively’ to a closed event with physical limitations.
Wave point concepts
We created a full communication pre/during/post strategy, highlighting all the team members and allowing fans to participate at the event through contests on the Facebook page. Engaging the whole community was key and all the cyclists were involved also on their personal pages by sharing the event and creating content. During the annual training camp many content items were shot and used in the strategy.
Of course we needed a perfect location and the centre of the ‘Ronde van Vlaanderen’ in Oudenaarde was the perfect location for the event. We showcased the racers music preferences, team physiotherapists manual talents and even organised a ping pong tournament (no -show). All of that was captured and transmitted live (yes, really, … no ‘fake’ lives here) to over 170.000 fans.
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