Bringing LIVE bike racing to the world
Client: Amgen TOC
Services: social media, race coverage
Image Greg Mionske
Client: Amgen TOC
We love going to bike races. There’s nothing quite like the anticipation of an approaching peloton. First the caravan, then you see the helicopters. Finally the breakaway hoves into view. Not everyone can make it to the roadside, though, and that’s when you need great social media – to bring that experience to people around the world.
Fausto has provided social media support to WorldTour road races like the Amgen Tour of California, as well as more esoteric events like the Red Hook Cirterium in Milan.
In 2019, we doubled 2018’s impressions on Twitter after just two days of the week-long race.
Taking the reins for the Amgen Tour of California social media in race week was a huge rush. We embedded with the organisation’s marketing team, with the goal of helping make America’s greatest bike race visible to more fans than ever before. We travelled with the circus, keeping Twitter, Instagram, Facebook and YouTube updated before, during and after every stage.
Working with a crack crew of video specialists, we helped facilitate the capture and upload of key moments in the race – so that fans unable to watch on TV could still enjoy video of the essential highlights. This video coverage alone generated a sponsorable value of $400k to the race organisation.
Here’s one of our top flashpoints, when Sergio Higuita (EF Pro Cycling) hit the jets and flew away from the rest of the GC. The unmistakeable Phil Liggett on comms.
Mission accomplished
In 2019, we doubled 2018’s impressions on Twitter after just two days of the week-long race. Facebook and Instagram also took huge spikes in traffic versus the previous year, while overall engagement and clicks through to the Tour of California website were an all-time high.
“The Fausto team quickly integrated with the AEG group, taking over all social media channels with ease, maintaining tone & voice, while integrating both race updates and 30+ various partner’s sponsorship messaging.
Providing daily social recaps of takeaways and opportunities to continue evolving the brand earned AEG’s trust to bring Fausto in as a larger year-round partner.”