Tour du Sofa
- Brand
- IKEA
- Year
- 2013
- Objective
- Engagement
- Industry
- Retail
- Agency
- ACHTUNG!
Objective
Škoda, main sponsor of Tour de France 2012, sought to boost viewer engagement during race broadcasts. The brand wanted to transform passive TV viewers into active participants through a second-screen interactive experience.
Solution
ACHTUNG! developed a mobile app (iPad) allowing users to predict sprint winners and stage outcomes of Tour de France races. The app featured mini-games that dynamically adjusted cyclist names and colors based on player predictions. Players earned points through correct predictions and bonus mini-game participation. Animations used distinctive illustration style by Tjeerd Broere, optimized for mobile performance.
Results
Reached approximately 30,000 active users with average of 1.5 sessions per race stage. Won Cannes Lions Award (Mobile category), ADCN Silver Interactive, two Spinawards Silver, and Webby Award recognition.
