Ahead of the 115th Tour de France race, British cycling brand Le Col launched an interactive digital out-of-home (DOOH) campaign called, “Le Col Tour Strava Challenge” to encourage people to get out on their bikes. 

A DOOH screen placed in several UK counties ranks local cyclists based on the rides they log via workout app Strava. Over the course of three weeks, rankings are broken down by location with the DOOH ad showing data in real-time to see which regions ride the most. 

Just two days after the multichannel campaign launched, over a million rides have been logged consisting of more than 500,000 kilometers.

Le Col announced the challenge on their website and social media, encouraging riders to add the hashtag #LeColChallenge to their Instagram posts with plans to announce one winner on each platform every day. Additionally, between July 6-July 28, contestants who cover over 115 kilometers will earn a £50 ($65 USD) Le Col reward, and cyclists who complete one full 115-kilometer ride are entered to win £2,000 ($2,500 USD) worth a premium Le Col kit.

“Cycling brings out the competitive nature in people, whether it’s going faster or further than the riders you meet on the road. That’s why we wanted to give people a new way to interact with the stats from their ride. Over the past year, over 1.2 million cyclists have signed up to our Strava Challenges, so the Tour Challenge, along with our live billboards, will prove once and for all who the best and most active cyclists in the country are,” said Le Col founder and former professional cyclist Yanto Barker.

The brand is known for hosting challenges in partnership with Strava, displayed by the #LeColChallenge hashtag. To date, 3,629 photos on Instagram have been posted using the hashtag. Earlier this year, the brand gave riders similar prize incentives with a 100-kilometer and 200-kilometer international challenge that ultimately attracted 138,252 participants comprised of a whopping 44,875,325 kilometers traveled.