Go For Sunweb Yellow
- Brand
- Sunweb
- Year
- 2015
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- The Ambassadors
- With
- N=5
Objective
Sunweb had just signed on as a co-sponsor of the Giant-Alpecin cycling team for the 2015 season and needed to make that sponsorship pay off across six European markets at once. Rather than let fans watch the Tour de France as a bystander event, the brand wanted a reason for them to check in on Sunweb every single stage, tying its yellow branding to both the team and the idea of a getaway.
Solution
Each stage, one Giant-Alpecin rider quietly wore a hidden yellow Sunweb item on the road — a sock, a strip of ear tape, something easy to miss. After watching the stage, fans headed to the campaign site, browsed the team roster and a set of clues, then picked which rider they thought was carrying the yellow item that day. Guess right and you were entered into that day's prize draw, with rewards ranging from Giant-Alpecin team kit and €250 Sunweb vouchers up to a Giant race bike and, as the grand prize, a fully organized cycling holiday in Mallorca. The site ran in-browser and was built mobile-first, letting fans play the guessing game again the next stage.
- 1
During each stage of the Tour de France, one rider on the Giant-Alpecin team wears a hidden yellow Sunweb item — a sock, ear tape, or similar detail — and viewers watch the broadcast to spot who has it.
- 2
After the stage, the player visits the campaign site (goforsunwebyellow.com, or gavoorsunwebgeel.nl in the Netherlands) to submit their find.
- 3
The site introduces the Giant-Alpecin roster and rider profiles, giving the player the background needed to identify candidates.
- 4
Hints on the site narrow down which riders could be carrying that stage's yellow item.
- 5
The player picks the rider they believe wore the item that day and submits the answer.
- 6
A correct answer enters the player into that day's prize draw, with rewards ranging from team kit and Sunweb vouchers to a racing bike, plus a grand-prize cycling vacation in Mallorca for the overall campaign.
- 7
The loop resets with each new stage of the multi-day race, presenting a new hidden item, fresh hints, and a new daily draw that brings players back day after day.
