As one of the world’s most iconic sporting events, a social integration was a natural next-step for the Tour de France to take.
This year has seen the introduction of the Home of Cycling hosted by leading sports entertainment group EuroSport and powered by integrated social marketing platform Spredfast.
The decision to leverage social came easily to Eurosport who wanted to speak and respond to viewers over the duration of the race. The leading sports entertainment group has every stage of the Tour live on TV while its Home of Cycling website will be transformed over the course of the race to engage with viewers in multiple languages.
A mosaic featuring social posts about the race is updated in real-time – giving user-generated updates about the race from across the globe – including posts using the #homeofcycling hashtag. Fans can also make a bold prediction about the Tour de France winner’s overall time for a chance to win prizes.
So far in the race, the most talked about cyclists have varied widely with a different athlete taking the top spot every day. Mark Cavendish and Chris Froome set Twitter alight when they crashed out at the end of stage one and five. Then there has been hype surrounding Marcel Kittel, Vincenzo Nibali and Tony Gallopin each wearing the yellow jersey at different stages of the race.
Unlike the changing popularity of the riders, Team Sky had remained the most popular team throughout the competition with Tinkoff-Saxo taking second place. As the race progresses the social media buzz continues we’re excited to see who is winning the race in terms of fan popularity.
Will there be any other standout riders along the way?