Strike a pose

Role – Creative Director

With the 2014 Commonwealth Games in Glasgow approaching, British Triathlon Federation wanted to use the occasion to raise the profile of their sport.Driving traffic to the Federation’s website during the Games was key so #strikeapose, was created. A competition encouraging triathlon fans to share photos of their own victory poses – like Mo Farah and Usain Bolt.

Crucially this mechanic had three key components: a fun activity, a social norm (posting selfies), and no special ability or knowledge required (therefore no barriers to entry). The competition was hosted and launched alongside a dedicated Facebook app. The design took a responsive approach, making it as easy as possible for mobile users to snap their entry and upload it straight to the competition. Fans were asked to vote for their favourites, and BTF athletes – who would strike their favourite pose and social media advertising on Facebook and Twitter.

Feedback from Glasgow 2014 stated:

‘It was the best coordinated social media campaign from any governing body, so thumbs-up from us!’