Antwerp Triathlon Festival 2018

For the very first time, the Antwerp Triathlon Festival will bring people together with triathlon in Antwerp. It’s not just for the die-hard contenders, but also for those who would like to try a fun short-distance or a quarter triathlon. Planning such an event is one great adventure, and many different partners have to work together to make it an unforgettable adventure. Our challenge was clear: get the event fully booked.

It doesn’t take more than one Facebook page and a couple of ads? True. But it takes much more to create an online community that engages with the brand from scratch. Nobody knew about the Triathlon Festival. We had to create a brand personality based on the branding that already existed, find the right kind of content, the right tone-of-voice and the right approach.

For almost five months, we created two or three posts per week. The content was a mix between fun engaging posts, information about the event and educational content about sports in general.

Turns out, our tribe likes to engage with content that has a lot of humor in it. So funny meme’s, animated gif’s and videos helped us connect and communicate with out tribe. Even for a call for volunteers, this kind of content scored the best result.

For over four months we planned, tested and promoted content on the event’s Facebook page: funny gif’s, memes, calls for volunteers and crucial information about the event. By doing so, we learned what our tribe liked, what engaged them and we made the Antwerp Triathlon Festival something they wanted to be part of. We managed to create a strong brand and get the event fully booked. During the triathlon we took care of the live online reporting as well.