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Škoda brings fans closer to Le Tour de France with fantasy cycling game 'Your Team'

Your Team hopes to be accessible to all

Škoda is looking to connect cycling fans to the sport they love by bringing the biggest cycling event in the world, Le Tour de France, to the masses with a digital campaign from ais London.

Fantasy cycling game ‘Your Team’ invites fans to create a team of nine riders to take on Le Tour, based on all of the cyclists taking part in the tour from Mark Cavendish, Chris Froome and more.

Players will then compete at each stage of the tour to get their hands on prizes including a VIP trip to next year’s Tour as well as a top of the range, high-spec Škoda road bike and a selection of professional Škoda cycling equipment and clothing worn by the pros.

Ais London partnered with cycling experts road.cc to create the digital campaign which hopes to connect both amateurs and fans to the sport, with options such as ‘pick my team for me’ making the game accessible to those with little knowledge of cycling.

Ed Clancy and Chris Opie have created ‘how to play’ videos to help everyone get on board, with supporting activity happening via Škoda UK’s Facebook and Twitter channels, where spot prizes will be given away during the event.

“As a brand, Škoda has been behind cycling for over 100 years and this year marks 11 years of Le Tour sponsorship. We are the ‘Team behind the Teams’ and really feel like this campaign brings Le Tour to the masses by connecting the event with a broad digital audience,” said Škoda UK marketing communications manager Emily Burns.

Geoff Gower, executive creative director at ais London, added: “This is a really exciting campaign for Škoda. With Le Tour de France kicking off in Britain this year, it just felt right to give fans more of what they love and get them closer to one of the fastest growing sports in the world.”

Players can start building their teams right up until 27 July when the cyclists will cross the finish line.

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Gillian West

Gillian West manages the Creative Works section of The Drum covering weekly round-ups, Ad of the Day, Creative Work of the Week and Creative Work of the Month.

All by Gillian