Amscreen and Garmin get the crowds going during cycling event

Regional real-time content will encourage cycling fans to get involved via Twitter during epic race's inaugural UK leg

Amscreen has partnered with leading navigation brand Garmin to screen localised content across the country this weekend to coincide with the arrival of the world-famous French cycling race coming to the UK for the first time. With almost two hundred people taking to their bikes in Yorkshire this weekend to mark the start of the annual event, Garmin will be encouraging people to capture the moment and join in the conversation by exclusively screening content on the digital network, which reaches over 57 million people weekly.

The creative, which will be activated on the 392 screens along the route, calls for people to tweet their pictures of the race to @GarminUK in order to be in with a chance to win a state-of-the-art Garmin Edge system.

With Amscreen’s unique technology enabling brands and advertisers to screen real-time ‘event-based’ content, the network is the most flexible and immediate provider of digital outdoor coverage in the UK, making it the perfect partner for Garmin’s campaign.

Gail Cook, Marketing Communications Manager at Garmin commented, “We are very excited about such a huge cycling event coming to the UK and want to get the nation behind the riders at every step of the way. By screening our campaign across the Amscreen network we are able to effectively speak to our target audience at the exact time cycling momentum is at an all-time high.”

Amscreen MD Jamie Lindsay added, “This weekend marks a key moment in the UK sporting calendar as we welcome a world-renowned event to British soil and we are thrilled to be partnering with Garmin to see their bespoke campaign screened across our network. Our flexible technology means that we can identify relevant locations throughout the country and deliver the campaign effectively, without wastage.”