The Tour de France is without doubt one of the biggest and closely followed events in the sporting calendar and a fantastic opportunity to speak to cycling enthusiasts; an opportunity Halfords, the cycling experts, wasn’t going to miss.

Throughout the event in July, Halfords ran a hugely successful online Garmin Tour de France fantasy game, which attracted an impressive 13,000 game players; some 4,000 more than the projected number.

Operated by fantasy and predictor game specialists, SilentManager, the success of the campaign is attributed to a combination of great prizes, strong marketing and the user-friendliness and aesthetics of the game. The free to enter game invited the user to select a team based on actual cyclists and teams using a fantasy budget of €65 million. Each fantasy team comprised eight cyclists, one tour team and a bonus stage, together with 21 transfers to maximise the number of points a team could build throughout the tournament.

The overall winner won two Boardman Road Pro Carbon Bikes worth £1,799.99 each, with second and third prize-winners also each receiving a first-class bike. In addition, Team of the Week each won a limited edition bike and Tour team jerseys were awarded to winners of each stage with the 21st stage winner receiving a trip for two to watch a stage at the 2011 Vuelta a España.

But the real winner was Halfords. The brand exceeded its objectives of raising awareness of the brand and its strong association with cycling, whilst building a priceless database of key target consumers for future marketing campaigns.

Back to News

Contact Information:

Jon Trigg


UK: t. +44 (0)1273 916141