Cadillac Tour de France Sponsorship

Role: CD, Modernista!

When Cadillac took over the Tour de France sponsorship from Saab, we wanted to make it a social event. So we hijacked Cadillac's twitter feed and published non-stop Tour updates during the three week race. That means we got to watch cycling and call it work. We also created a social media aggregating microsite that pulled images, video and tweets from the web, along with SportWagon multimedia.

This socially-savvy campaign was supported by broadcast media and complimented by a sweepstakes sponsorship. We nearly doubled the performance of Saab's best year, and added tens of thousands of handraisers to the CTS SportWagon launch.