Tour de Zwift

Zwift is an online gaming app for cycling and running. Our approach to content discoverability is hosting the Tour de Zwift: an event featuring community stages and competitive racing.
I’ve produced digital content and captured gameplay for social channels to generate awareness and engagement. The motion system I’ve developed emphasizes quick movements and impactful transitions with custom templates for broadcast.
The organic posts with lead-up and day-of content increased social activity and unique participants. “4.7 million RideOns were shared” in-game and “15,500 hours of live streamed content consumed” (Zwift Newsroom). The event drew nearly 120,000 participants, depicting a huge growth for indoor training.

Campaign