Polartec #FollowContador
Open the game- Brand
- Polartec
- Year
- 2016
- Objective
- Engagement
- Industry
- Sports
- Mechanic
- Challenge
- Agency
- The Big Now
Objective
Polartec, a technical fabric brand, aimed to build brand awareness and credibility within the European cycling community. The campaign leveraged Alberto Contador, a legendary professional cyclist, to engage amateur cycling enthusiasts and strengthen Polartec's position in the sports sector.
Solution
A GPS-based gamification platform (followcontador.com) integrated with Strava API, where participants registered through the mobile website and tracked real rides across Europe. Players progressed through four difficulty levels, completing a 1,000 km journey to unlock badges and prizes. Each level awarded cycling apparel from Castelli, Sportful, Rapha, and rh+—brands using Polartec fabrics. The grand prize was a 5-day professional training camp in Gran Canaria with Alberto Contador and his foundation. The campaign ran until September 26, 2016, across 10 European countries, promoted via social networks and banner ads on cycling websites.
Results
Not published.
