As the sun sets on the 2018 IRONMAN World Championships, Shimano capitalized on the fervor of the world’s elite triathletes competing in Hawaii, by releasing a sweepstakes campaign; bringing together live updates and relevant content for its followers to enjoy during the event.
MARKETING CAMPAIGN OBJECTIVES
- Create the ultimate destination for fans and followers to keep up-to-date with the latest and most relevant event updates
- Use daily content reveals to incentivize regular engagement and website visits
- Capture actionable first-party data and marketing opt-ins
REVEAL CAMPAIGN SOLUTION
Hosted in Hawaii, the 2018 IRONMAN World Championships saw elite triathletes compete in the ultimate fitness challenge. With constant news and updates surrounding the much-anticipated annual event, Shimano capitalized on the occasion by publishing a social hub and reveal campaign to its website to drive engagement amongst its online community. Shimano hosted an array of video and podcast content, photo updates, the latest news and a countdown reveal sweepstakes campaign to incentivize daily engagement and capture the action.
To boost anticipation and excitement throughout the countdown to the annual sporting event, Shimano launched a reveal campaign where participants had the chance to win exciting prizes and cycling accessories each and every day across seven days. To integrate first-party data capture, website visitors could unlock each daily tile to reveal the unique prize, and were required to submit their personal contact details to confirm their entry.
To inform and engage website visitors with the latest event updates, fans could also access live news, as well as a featured list of Shimano supported triathletes competing in the event, and a selection of behind-the-scenes photo and video content to browse. For more updates and information surrounding the IROMNAN World Championships, followers and website visitors are also encouraged to visit the @RideShimano Instagram page for more live content and updates.
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