First off the Bike // Toyota

360se developed and brokered a content partnership between leading endurance sports digital outlet First off the Bike.com and Toyota to leverage Toyota’s premium sponsorship position at multisport events across Australia.

With 99% of participants in events being amateur or age-group athletes with families and a full-time occupation away from the sport, Toyota’s goal was to celebrate their achievements, rather than focus on the elite professional athletes. Endurance sport takes incredible dedication, commitment and time; it is a definitive lifestyle choice. Race days of up to 17 hours result in an emotional experience as the effort in preparation and competition come to a crescendo as dreams are realized.

With a content schedule that included live production on-event and up to eight pieces of post produced content over three event days, the FOTB and Toyota partnership focused on highly conversational moving content that tapped into the fabric and personalities of the sport. Unique installations and content such as the ‘bike weigh-in” created great buzz to see who had the lightest legal bike in the race; the “Oh What a Feeling” finish line pieces were a highly emotive snapshot of the realization of a dream and the reward for effort. The highly stylized “Toyota Early Edition” content brought breakfast television to triathlon with live and post produced content from the event site beginning the day for the thousands of athletes and spectators on-site.

Content was distributed via the ‘Toyota FOTB On Tour” portal on the Firstoffthebike.com site, FOTB social media and Toyota digital assets. Content produced across four events reached more than 1,150,000 people via FOTB channels alone.