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A digital revolution for the #ArcticRace

news15.05.2014Pre-race

© A.S.O

The Arctic Race of Norway was already the most northerly race in the history of professional cycling, and it has strengthened its status in the second edition with a new feature: a finish at the mythical North Cape. Another novelty is that it will become one of the most 'connected' races this year... for the 2014 edition, A.S.O. and its Norwegian partners have decided to give a major role to the social networks and the participation of fans from all over the world. Internet users will not just be lucky observers of the exploits of the powerful riders of the North, they will become real players in the event, right at the heart of the race.

Hyperconnected jerseys
    
For the first time, web visitors will decide who wears the ‘Viking Jersey', a new one to reward the rider who shows the greatest courage, tenacity and perseverance in each stage. This ‘connected' jersey will be awarded every day to the most voted rider on the social networks, giving him the title of ‘Viking of the Day'.

In this second edition, internet users' messages will be very close to the riders. The hashtag #ArcticRace will appear on the distinctive jerseys of the event, and the best tweets – chosen through a competition on Twitter – will also be present on the blue and orange leader's jersey. Internet users can now to try their luck by sending a message followed by the hashtag #ArcticJersey.

Sneak peeks of exclusive information on the social networks

After the first edition of the race, Facebook fans were asked to share their best photos by taking part in the ‘Best Memories of 2013' competition. The fans who took the photos that received most ‘Likes'  won jerseys from the race signed by Thor Hushovd, winner in 2013 and race ambassador for the second year.

From now on, Facebook and Twitter will report on the information about the 2014 Arctic Race before it is made official on the race website (www.letour.com/arn). In April, fans were able to see the official poster of the event, and from June onwards they will have exclusive access to the teams taking part in this second edition of the race.

An interactive race by just a click

For the 2014 edition, the organisers have gone even further, strengthening the interactive nature of the event and its proximity to the fans through the social networks. Internet users will be able to hold an exclusive conversation with Thor Hushovd, who will share his impressions on Twitter the day before the start.

During the event, the best photos and videos posted on Twitter with the hashtag #ArcticRace will be broadcast live on giant screens in the finish line area, and also on a dedicated platform: MyArcticRace.com.

This year, all clicks lead to #ArcticRace, right up to North Cape!

The news in pictures

photo15/05/2014 

© A.S.O

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Jersey wearers after the stage 4

Classifications after the stage 4

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