Omega Pharma – Quick-Step (OPQS), the pro cycling team of the Manx Missile, Mark Cavendish, today announces a global partnership with digital advertising company, RadiumOne.
The team will use the bespoke Po.st Platform to process & act on the vast amounts of data amassed from the cycling team’s digital and social platforms in a bid to get value from its commercial partnerships.
OPQS will use RadiumOne’s software tools across its entire digital, mobile and social media presence, giving it immediate access to browsing and social data. OPQS will now have real-time insights into what is driving digital engagement with its extensive fan base.
Marnix Drysdale, Commercial Director at Omega Pharma – Quick-Step commented: “Connecting effectively with digital audiences is a big challenge for any brand today. RadiumOne’s best in class tools bring an incredible level of granular detail about our digital audiences which we can action quickly as a team. Being able to see what content our community is engaging with the most, wherever they are, and what other topics are of interest to them is a genuine advantage when it comes to working with our sponsors. It will really help us break away from the pack.”
Abeed Janmohamed, Commercial Director Europe, RadiumOne added: “Cycling has a die-hard fan base with a voracious appetite for content from riders like Mark Cavendish. Using our tools will mean that OPQS will be able to connect with its audiences, wherever they are. Not only will this help with its own digital content strategies but it means it is equipped to activate sponsorships for its partners, driving real commercial value to both the team and its sponsors alike.”