Continental Tyres appoints BEcause for experiential cycling campaign

Continental, the German tyre manufacturer, has appointed BEcause to deliver an experiential marketing campaign to elevate its upcoming sponsorship of the Prudential RideLondon festival of cycling, taking place at the end of July.

The leading German tyre manufacturer is an official partner of the 2016 Prudential RideLondon-Surrey Classic race which, now in its fourth year, is considered one of the world’s top cycling festivals. The campaign will see BEcause Experiential Marketing deliver live brand experiences for Continental at dedicated festival zones in Green Park, St Paul’s and Kingston over the race weekend.

The live activations will include a virtual reality experience that will provide spectators the opportunity to virtually cycle the actual course through a 360˚ video, bringing the course to life for fans in highly immersive fashion.

The upcoming experiential campaign aims to bring to life the grip performance of Continental’s tyres, while also raising awareness of the brand’s car tyre offering.

Gwyn Humphreys, senior account director at BEcause Experiential Marketing, comments: “We’re delighted to be working with Continental on this campaign, which combines immersive technologies and engaging interactive experiences to add a whole extra dimension to this popular race. We’re confident that the experience will captivate cycling fans by offering a rare perspective on RideLondon.”

Peter Robb, marketing communications manager at Continental Tyres, comments: “Continental is proud to be a key sponsor of the 2016 Prudential RideLondon race, and we firmly believe that the excellent experiential marketing provided by BEcause will be the perfect platform to bring our product’s performance to life to a highly-relevant audience.”