Steve_Waugh_01

Overview:

400,000 Aussie kids and young adults suffer from a rare disease and receive little to no funding in Australia. The Steve Waugh Foundation is the only place for these kids and their families to turn.

This year Steve hosted The Captain’s Ride, a peloton of 60 keen riders on a 1000km ride from Sydney to Byron Bay to raise as much needed funds and they wanted to tell Australia about it.

 

Execution:

Media Day 

We seized the opportunity to host a media day during a ‘quiet’ period in the sporting calendar, when publications were keen for anyone with a sporting profile to elevate in their publications. We held exclusive interviews and a photo call with all of the major metros and nationals, and hosted back to back interviews with broadcast and trade, to talk about the ride and encourage people to visit the Captain’s Ride Website to make a donation.

Fitness First VR Activation

We partnered with Fitness First, Australia’s leading gym, and took over their cycle classes for a week. We transformed these everyday classes into a virtual reality peloton. Allowing over 400 people to join the ride through Google Cardboard headsets.

Triggered Facebook conversations & updates along the journey

We triggered Facebook posts as the peloton rode through each section on the map. Telling the kids stories of bravery and driving awareness off 166 diseases.

And to keep Steve inspired along the way, people could send constant messages to his Fit Bit Surge.

 

Outcomes:

  • 99,267,088 in reach
  • 587 pieces of coverage
  • Approximately $10 million in earned media
  • Close to 1 million dollars raised so far with a lot of leg work and only a 500 Facebook spend
  • Over 400 extra people joined the ride virtually

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