Oakley Reveals New Facebook Campaign
Oakley has announced the launch of ‘You Vs’, an innovative new social media campaign designed to build its pan-European Facebook community.
The campaign, launching on 13th June, takes viewers inside the world of professional sport and pitching them ‘head to head’ with Oakley pro athletes.
Starting with British pro cyclist Mark Cavendish, the interactive point-of-view films allow the viewer to make ‘live’ decisions that affect the outcome of the race, from how to take corners to when to start the final sprint.
Each athlete film will live on a dedicated campaign microsite and play through Facebook Connect, ensuring each viewer enjoys a personalized experience with their name and profile pictures appearing at key narrative points.
Oakley eyewear is also integrated into the decision-making, allowing fans to select different lenses at the start of the challenge and custom-build a pair of frames at the end of the experience, bringing them closer to the world of elite athletes.
Winners of the online challenge will be entered into a competition to ride with Cavendish for real, with golf player Rory McIlroy and World Rally legend Sebastien Loeb lined up to feature next.
Oakley will support each athlete film with sport-specific web banner advertising and ATL investment, leveraging their ‘Rebels’ campaign, a series of athlete portraits taken by renowned photographer Rankin.
Further exposure will come from the professional athletes themselves, all of whom have significant fanbases on Twitter and Facebook.
Tom Cartmale, marketing director for Oakley UK, commented: ‘As a technology driven brand Oakley has always invested in digital media and looked at new ways of engaging social media communities’.
‘Our aim is to create immersive brand experiences that engage a wide audience of sports fans, showcase our hero athletes and bring our products to life. We hope to build a significant Facebook community as a result and boost awareness of key product stories, in particular lens adaptability and customized frames’.
