Case Study Citroën ë-Tour by Bkool

Context:

Citröen has already counted several times on Play The Game to enter the gaming territory. This year, 2022, they wanted the most difficult yet, to remain linked to this territory but to include an important asset for them: cycling. Citroën became co-partner and main sponsor of the AG2R professional cycling team.

Proposal:

There are no major cycling competitions in videogames and no relevant videogames with this theme. That is why we created the concept of combining physical and virtual cycling around a cycling competition, thus achieving one of the objectives of the brand: to combine gaming with a healthier life through physical effort. But since we are not cycling experts, we looked for reliable partners to generate a robust project: we selected Bkool as a partner. And that's how the Citröen e-tour by Bkool was born.

Specifically, the action consisted of a virtual cycling championship, where users could participate from their homes. We divided it into 4 stages, which were carried out in Zaragoza, Portugal, Vigo and Madrid.

To publicise the campaign, we had influencers from the FAV House, such as Spursito, as well as influencers from more traditional sports such as Rubén Martín, Oliver Avilés and journalists such as Siro López, who participated in the stages together with the rest of the users. We used Twitter, Instagram and Facebook to push and Twitch's to stream the stages in full live.

Value:

From Play The Game we managed the 360º campaign but with the help of partners such as Bkool or Starcom who managed the paid campaign. We created, implemented and managed the graphics, landings, influencers, broadcasting, prizes and other campaign actions. Additionally we got the sponsorship of the mythical brand KAS from the Pepsico group that helped to give the plan more visibility and consistency.

Results:

4M impressions (+133.18% more targets).

500K views

x2 in final participants on objectives.

Customer feedback:

"The Citroën ëTour has been a very rewarding experience. The teamwork of all the participants enabled us to achieve results that exceeded the objectives defined at the start of the project. Within the strategy, the creation of content played a very important role, motivating, energising and extending the reach of a virtual initiative, associated with a brand that is starting its participation in cycling in a very demanding market with a long history in this sport".

Fabián Eduardo Rodriguez - Marketing Director