Sponsoring Plantur-Pura biedt kansen

Gamification as an effective tool for lead generation

In 2020, some cycling enthusiasts wondered what would happen if individual cyclo-cross champions united. They founded women's cycling team Plantur-Pura and brought together talented cyclo-cross riders from around the world to compete together in prestigious road races, such as the Tour de Femmes, Amstel Gold Race and Liège-Bastogne-Liège. Capital Sports supported Trespa International, the producer of title sponsor Pura, in terms of marketing and thus also played a role in this exciting cycling story.

Plantur-Pura Game

Pura NFC
Trespa International is known for high-quality and decorative facade cladding, including its Pura facade strips. This wooden panel material, with its natural look, is a perfect architectural element. In addition to quality, Trespa International promises a customer-centric focus, in which safety, integrity, drive and passion are key.

We found Trespa's keywords - drive and passion in particular - in the sponsorship of the women's cycling team Plantur-Pura. The association with this team immediately increased brand awareness. But Trespa International strove for more. To appeal to architects, distributors and contractors, they engaged Capital Sports. Together, we ensured that Pura became a champion not only in cycling, but also in the construction industry.

Online games
To achieve this goal, we wanted to increase the number of leads. Collecting e-mail addresses was crucial for this, but people don't just give out their personal details. Lowering the threshold for data collection was an essential part of our sports marketing strategy. Online games proved to be a proven successful method for this.

For Trespa International, we developed several interactive online games. These allowed people to make predictions about races, play cycling memory and virtually participate in a course with competing riders. Those with the best prediction, highest memory score or most overtaking actions received a unique cycling jersey, signed by the stars of the team.

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