This campaign centers on a branded video game, which runs on Facebook, in which players must compete against famous sportsmen. The overall winner will then have the chance to play against the sportsmen in real life.
The sunglasses brand first launched the six-figure digital campaign earlier this year – its biggest digital investment in Europe to date. The release of each phase of the campaign is timed to coincide with a real-life sporting event.
British champion cyclist Mark Cavendish featured in the first wave of the campaign while the Tour de France was ongoing. The second phase features Irish golf champion Rory McIlroy, and follows the close of the PGA Open.
The You Vs McIlroy game will launch on Facebook on 24 August. Players will compete against the US Open winner on a backdrop of the West Course golf course at Wentworth.
The game, created by Bigballs Films, has been designed to include personalised features related to individuals’ Facebook accounts. For example, a player’s friends will have their profile photos pictured on the fictional club honours board.
Oakley launched the campaign as part of its strategy to build a Europe-wide Facebook community. It has since added 30,000 new Facebook fans on the Oakley Europe Facebook page, with the Mark Cavendish games generating 500,000 plays.
This story first appeared on New Media Age. For more digital stories and analysis’ from NMA click here now