Oakley - You VS.

Objective

Oakley aimed to create an engaging digital experience that would connect with cycling enthusiasts and sports fans through interactive content. The brand sought to leverage professional cyclist Mark Cavendish's prominence to build brand affinity while offering consumers a personalized and memorable competitive experience, culminating in a unique real-world prize opportunity.

Solution

Oakley developed an interactive first-person racing game created by Bigball Films in collaboration with rehabstudio. Players competed in personalized races against professional cyclist Mark Cavendish through stylized Tuscan hill courses. The experience required users to "like" the Oakley Facebook page to participate. Players customized their kit colors and made strategic moves during races, with their Facebook profile pictures incorporated into the game footage—appearing on billboards and bikes. Winners entered a contest for the chance to race Cavendish in person. Results were shareable on Twitter to invite friends. The campaign was built as an interactive video experience and published on youvs.oakley.com.

Results

The campaign featured interactive digital racing experiences against professional athletes. Expansions were planned featuring additional athletes including Rory McIlroy, Cedric Gracia, Kevin Pietersen, and Sebastien Loeb. No public metrics were disclosed regarding player participation, engagement time, or conversion impact.