@GiroDItalia is one of Italy’s most important cycling competitions and its official broadcaster, @RaiPlay, wanted to drive fans of the sport to its platform to watch.
Knowing that Italians on Twitter are 11% more likely to watch sports events than the rest of the internet users1, @RaiPlay partnered with Twitter as a key part of its strategy.
Twitter Website Cards were the perfect solution to help @RaiPlay drive people interested in cycling to its platform.
Since @GiroDItalia is a month-long event, the content linked with each Website Card was planned accordingly to keep people interested.
Ahead of the competition, the brand created content that built awareness and reminded people about key dates.
During the event itself, @RaiPlay focused on promoting highlights of the different stages of the competition.
Near the end, a video showcasing the tournament’s best moments was promoted to encourage those who missed out to catch up.