FollowContador
Open the game- Brand
- Polartec
- Year
- 2016
- Objective
- Engagement
- Industry
- Entertainment
- Mechanic
- Quiz & Trivia
- Platform
- Web
- Agency
- The Big Now
Objective
Polartec had built its name on fleece, not cycling gear, and needed credibility with a European cycling audience after signing on as title sponsor of the rh+ Polartec Fundación Contador team. Riding on Alberto Contador's name, the brand set out to reach serious amateur cyclists aged 18-45 and, along the way, tie the Polartec fabric to the gear brands that actually use it — Castelli, Sportful, Rapha, rh+.
Solution
You sign in with your Strava account, and from there the challenge runs on the road, not the screen: every ride you log gets pulled in by GPS and added to your total. The site is split into four progressive levels — clear one and a badge unlocks, along with a tougher one — building toward a personal goal of 1,000 km in a month. A live leaderboard tracks you against other riders in your country and across Europe, and finishing weekly targets earns gear from Castelli, Sportful, Rapha and rh+. Hit the full 1,000 km and you're entered into your country's draw for a five-day training camp with Contador himself. The page itself scrolls upward as you climb toward the prize, rather than down.
- 1
The player opens the mobile site followcontador.com, built as a climb up a mountain: the page scrolls upward instead of down, so scrolling mirrors gaining altitude toward a reward at the top.
- 2
The site sets the goal: to reach the final selection, the player must "catch Contador" by riding at least 1000 km during the month-long competition (August 29 – September 26, 2016).
- 3
The player enters by linking a Strava account to the site; a Strava account is required to take part.
- 4
Play happens off-site, on a bicycle: real GPS-tracked rides logged in Strava sync automatically into the challenge, tallying the player's kilometers with no manual entry.
- 5
Progress is structured as four personal-challenge levels; clearing a level's current task unlocks the next, tougher level, and awards a badge.
- 6
While riding, the player tracks a live leaderboard showing their standing against other candidates, both from their own country and across the other European countries in the competition.
- 7
Badges earned along the way enter the player into weekly prize draws for Polartec-fabric gear from Castelli, Sportful, Rapha, and rh+ — gloves, hats, jackets, and jerseys.
- 8
Completing the full 1000 km qualifies the player for the final selection, which awards one spot per country across the ten participating nations.
- 9
Winners are announced on October 7, 2016, and each travels to a five-day training camp in Gran Canaria starting October 28, training alongside Alberto Contador and his rh+ Polartec Fundación Contador junior and U23 teams.
