Getting #BehindTeamSky with Jaguar


A week ago, as the 100th Tour de France was in its final stages, the impossible looked as though it could be repeated for the second time in as many years – a Brit, riding for Team Sky, stood a chance of winning the Yellow Jersey and claiming professional cycling’s biggest prize.

As the official support vehicle supplier to Team Sky, Jaguar asked We Are Social to come up with a social media-led campaign that would support Team Sky and lead rider Chris Froome as they prepared to enter the crucial and penultimate week of the Tour, and maximise the social awareness of Jaguar’s partnership with Team Sky.

To create the campaign, we looked at how Jaguar and the XF Sportbrake model supports the team on tour. It was clear that these vehicles were the life blood to the team, constantly following behind the riders, ready to support – literally behind Team Sky all the way.

And it wasn’t just Jaguar that was behind Team Sky, it was a whole community of passionate supporters. We used this insight to launch the twitter campaign #BehindTeamSky, where we would look to reward people’s support with a unique opportunity – to appear on the Team Sky Jaguar livery on the final day of the world famous tour.

Supported by Twitter keyword paid media targeting, managed by We Are Social’s paid media division, we invited fans to share a photo of themselves showing their support for Team Sky using the #BehindTeamSky hashtag, with the promise that a selection of these images would be used as part of the livery design on Team Sky’s Jaguar support vehicles in Paris on the final day of the tour.

With time against us, in just 36 hours we received 348 #BehindTeamSky mentions on Twitter, a Twitter Reach of 651,447, and 114 unique photo entries.

And so on a hot Sunday evening in Paris, Chris Froome made history by becoming the second British winner of the Tour de France. Team Sky’s XF Sportbrakes – ever present behind the team – were donned for the second year in a row the iconic yellow tour colour.

However, this time, the faces of fans formed the famous ‘Team Sky’ line running down the centre of the car – fans who had got behind Team Sky and Chris Froome through the #BehindTeamSky campaign.