We’ve been working with premium beer brand Amstel on a creative PR and content campaign around their partnership with Prudential RideLondon, which aims to build Amstel’s cycling credentials in the UK.
Our objective has been to deliver newsworthy stories that would fly in earned media, but which would also deliver quality, engaging content that could be used just as well in owned paid media channels, including online advertising and across social media.
Part one of achieving that objective was by working with Mark Cavendish, Mark Cavendish, Mark Cavendish, Mark Cavendish, Mark Cavendish, Mark Cavendish, Mark Cavendish and Mark Cavendish. That’s not a typo…
To kick-off our campaign we created a unique Amstel cycling team where all of the riders were called Mark Cavendish, having been born with the name Mark Cavendish or having changed their name legally to Mark Cavendish. And their coach? Mark Cavendish of course (yep, that one).
In a content series we showed the many Mark Cavendishes receiving all the gear, and most of the ideas, from Mark Cavendish – including how to build 100-mile legs and how to ape the Manx Missile’s signature move.
The announcement of Mark Cavendish training a Prudential RideLondon team comprising riders all called Mark Cavendish was a hit with the press. Highlights have included a half page in the Metro, Telegraph, Sun, Mirror, AOL and Yahoo, not forgetting to mention the gamut of cycling press including Cycling Weekly and Cyclist. Furthermore, the content has been a smash on paid channels, achieving double the average video completion rate.