Following the massive success of the London 2012 Olympic Games, the IAAF challenged us to capitalise on the surge of interest in athletics and to help promote the sport and attract new fans.
Which James Bond would win a 100m sprint? How did Kenya’s Julius Yego self-coach himself on YouTube to an Olympic final? How does US sprinter Natasha Hastings balance life on the track with being a model? Why does Jamaican sprinter Yohan Blake eat 16 bananas a day? And why did the world’s best all-round athlete ever Ashton Eaton used to fight trees in his garden?
These were just some of the pressing questions we set out to answer in our bid to offer a unique, edgy, inside track on the sport and its stars.
To reach as many people around the world as possible, we developed a social media strategy embracing a number of digital and social platforms including, Twitter, Facebook, Tumblr and Instagram. Alongside this, we create a number of special edition digital and print magazines, to coincide with the global athletics calendar.
In six month, SPIKES has grown consistently across all channels, from zero on all platforms to around 5,000 page views per week on our Tumblr page and over 5,500 followers on Twitter.
240,000PAGES VIEWS ON TUMBLR