Oakley #Conquertheroad

A European online activation to celebrate the pinnacle event in the cycling calendar, the Tour de France. Titled ‘Conquer The Road’, the campaign was a unique partnership between Oakley and Eurosport.

The core of the project was a digital hub to house a European wide social campaign inviting users to contribute photos of their own cycling endeavours to the site. The competition was broken into twenty one stages to mirror the tour itself and each participants photo was geotagged on a map and assigned to a stage.

Users could then explore this map browsing the content submitted at each stage and being able to map it to the location.

In addition Eurosport provided regular updates from the tour with exclusive films, interviews and content which was continually added to the hub so it became a repository of exclusive and unique content.

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