A Ton Tour : dans les roues des championnes

Context

Women's sport is often less watched because it is mistakenly considered less spectacular.

That is why, as the Tour de France Femmes peloton tackles its final mountain stages, HBO MAX, as the official broadcaster of the event, wanted to highlight the event.

In its efforts to promote women's sports, HBO MAX has partnered with Episod, a network of premium gyms in Paris.

The objective of this campaign was to promote women's sports by bringing the TDFF to life for HBO MAX fans.

Our Approach

So we imagined the event ‘Your turn: in the wheels of the champions’, a series of immersive indoor cycling sessions open to the public in the Episod gyms.

To put fans in the shoes of the riders, each session offers a chance for participants to relive, guided by coaches, the climbs of the Col de la Madeleine and the Col de Joux Plane, the final stages of the Tour.

We organised 13 sessions over the course of a week alongside the Tour so that fans could take on the challenge and enjoy a moment of sharing and pushing themselves to their limits in these group sessions.

Sports-oriented content creators were also invited to the event. By targeting content creators interested in the subject, it was possible to obtain organic and natural content that motivated communities to join the event.

Content creators list : knightalice_ ; hdnlili ; tatiana_tv ; Yass ; Esther ; Marine Leleu ; jesulax ; Violaine.and ; LVMC

This activation highlighted the Tour de France Femmes and linked it to its broadcast on HBO MAX, while giving fans an intense experience by transforming them from spectators to participants.

Results

The 2025 Tour de France Femmes was an unprecedented success. With the victory of French cyclist Pauline Ferrand-Prévot, the first french winner in 36 years, the excitement generated record audiences of 25.7 million viewers.

“Women's sport is still too often perceived as less spectacular, even though female cyclists' performances are simply extraordinary. With À Ton Tour, we want to highlight their power and determination in a gamified format, inviting the general public to try their hand at the Tour's most challenging stages, such as the Col de la Madeleine and the Col de Joux Plane.”

• Marie Trocmé, Lead Account Director chez Biborg We crossed the finish line with:
• 2,5M total views
• 23k engagement
• 100% soreness after every sessions