British Cycling Seeks To Reach 1m With Its First Festive Film About Kye Whyte’s #ChristmasBike

UK cycling body British Cycling leveraged the turn of the year to turn attention towards Tokyo 2020 with its first ever festive marketing campaign focusing on young BMX star Kye Whyte.

The social spot showcase Whyte’s journey from a receiving his first bike for Christmas when he was a young child growing up in Peckham to becoming one of the world’s best BMX supercross riders.

The spot features the slogan ‘Where will your bike take you?’ and the film highlights the opportunities that cycling can open up.

The core message of the video is that a bike can take you to places you don’t think possible, from exploring with friends to competing on the world stage.

The 75-second spot was first posted on the rights-owner’s YouTube channel on 5 December stars British Champion Whyte who began racing at Peckham BMX Club – one of over 300 Go-Ride clubs that provide entry-level racing opportunities for young people across Britain and where over three quarters of the current Great Britain Cycling Team squad started out.

and spanned all the governing body’s social platforms including Twitter

You never forget your first bike. Kye Whyte's was silver.

Where will your bike take you? Share this video and tell your #ChristmasBike story

Sound ONpic.twitter.com/gEfHmMlcFi

— British Cycling (@BritishCycling) December 5, 2019

Instagram

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You never forget your first bike, Kye’s was silver. Where will your bike take you? #ChristmasBike

A post shared by British Cycling (@britishcycling) on Dec 5, 2019 at 4:51am PST

LinkedIn and Facebook.

“From a personal point of view, my first bike set me on a path towards the Olympic Games, a dream which I hope to fulfil next year,” said Whyte.

“However, the sense of freedom, independence and adventure that comes with your first bike is something that everyone can share, regardless of whether they have Olympic ambitions or not.”

Comment:

The national governing body for cycling is hoping to reach over a million people through the film over the festive period and thus far, across its own platforms, the spot has notched up 3000 YouTube views, 54,000 Twitter views, 15,000 Facebook views, 4300 Instagram views and 3.600 views on Instagram.

Links:

British Cycling

https://www.britishcycling.org.uk/

https://www.youtube.com/britishcycling

https://twitter.com/BritishCycling

https://www.instagram.com/britishcycling/

https://www.facebook.com/britishcycling

https://www.linkedin.com/company/british-cycling/