British Triathlon Federation – Commonwealth Games social media campaign
Winning a competitive pitch was only the first stage in our work to create an engaging social media campaign for British Triathlon Federation.
Our goal was to raise the profile of the sport by getting more people talking about British Triathlon on Facebook and Twitter, in addition to driving traffic to the Federation’s website during the 2014 Commonwealth Games in Glasgow.
To do this we created #strikeapose, encouraging triathlon fans to share photos of their own victory poses – similar to those of Mo Farah and Usain Bolt.
The competition, hosted on www.britishtriathlon.org was launched alongside a dedicated Facebook app. The design took on a responsive approach, making it as easy as possible for mobile users to snap their entry and upload it straight to the competition.
Fans were asked to vote for their favourites, and BTF athletes – who would strike their favourite pose at the Games, then whittled down the 10 with the most votes to one winner!
To broaden the campaign’s reach, we used a ‘share to vote’ mechanic and social media advertising on Facebook and Twitter.
Feedback from Glasgow 2014 was: ‘It was the best co-ordinated social media campaign from any governing body, so thumbs-up from us!’ – now that’s something to celebrate.