So, we already told you that we did some work from an internet marketing point of view for the Dallaglio Flintoff Cycle Slam 2012, but what exactly was the Cycle Slam?
Here are a few quick FAQs that may be helpful to understand it’s significance.
Q1: In a nutshell, what’s The Dallaglio Flintoff Cycle Slam all about?
A: Lawrence Dallaglio and Freddie Flintoff wish to harness their status as two of England’s most iconic sportsmen to raise a large sum of money for charitable causes in the same year that sport’s most iconic event takes place in London.
To do so, they cycled from Olympia in Greece – the birthplace of the ancient Olympic Games – to London, the venue for the latest edition of the modern Olympic Games.
The target was £2.012 million. It was raised via corporate sponsorship, fundraising events, private donations, entry fees and sponsorship funds raised by anyone who rode in the event.
Q2: How long is the journey, how long did it take and when did the event take place?
A: 2,872km (1,795 miles). It took 26 days comprising 22 days of cycling and four built-in rest days. The Slam started in Olympia, Greece on Monday April 23rd 2012 (St. George’s Day) and finished in London on Friday May 18th, 2012.
Q3: Which stages were the hardest, and which were the easiest?
The easiest Stage was the first, but that is full, as is Stage 2. All the stages are challenging in terms of distance and climbing. Stage 3 and 4 are beautiful rides through the Italian countryside and mountains, but they tend to be longer steady climbs – it was too early in the year to go too high on to the really big climbs
Stage 3 did include a little riding on the white dusty unmade roads used in the Giro – hence the ‘Strade Bianche’. Stage 4 is spectacular, in the Swiss Alps, starting in St Moritz, then along the southern shores of Lakes Walensee, and out into France through the magnificent nature reserve of the Massif du Ventron. There is not much climbing on Stage 5 – but it is long, the route traversing the glorious French countryside of the Champagne Region south of Reims, to Paris-Roubaix which is a unique technical and physical challenge, since there were sections on the infamous pave (cobbles to you and me) – hence the ‘Hell of the North’, then via Euro-tunnel to London. Party time.
As we knew from the past, a lot depends on the weather. We had snow in Italy and sunshine in Edinburgh. One thing for certain – they are all great cycling roads, in beautiful countryside.
Q4: How was the journey divided up?
A: It was comprised of five stages:
– Olympia (Greece) to Bari, Italy
– Bari to Siena
– Luca to Aprica
– St. Moritz to Epinal (France)
– Nancy to Olympic Stadium Stratford (London, England)
Q5: Did Lawrence and Freddie ride the entire distance?
A: Yes, they did – and so did 11 other ‘core riders’. Other riders rode specific stages or individual days.
Q6: Were any other well-known people taking part in the ride?
A: Yes, there were former Olympians and a range of sporting and other celebrities.
Q7: What charities or project benefited from the event?
A: The funds that were raised initially go into the Lawrence Dallaglio and Andrew Flintoff Foundations, and Virgin Unite. From there, specific charitable causes will be granted funds – please see ‘Charities’ section of the website for detail.
Q8: Have either – or both – Lawrence or Freddie attempted anything like this before?
A: Yes, in March 2010, Lawrence Dallaglio completed a 2,400km from Rome to Edinburgh, visiting each of the Six Nations rugby stadia en route. £1.14 million was raised, shared equally between Sport Relief (BBC) and the Dallaglio Foundation. Lawrence was joined on stages 4 and 5 of the 2010 ride by Andrew Flintoff, as part of his training program after knee surgery. On the basis of their joint success in 2010, they have joined forces for The Dallaglio Flintoff Cycle Slam
Q9: Who is organizing the Cycle Slam?
A: The Dallaglio Flintoff Cycle Slam is being organized by a team of specialists from the sport, media and event management industry. Slam Chairman in Andrew Croker and Event Director Rob Mauchlen.
Q10: Who helped with the online marketing and what strategies were used?
A: We did! We would love to take all the credit; however, we did consult some of our partners to make sure we got things right. As for strategies, we used a few strong options. The first was a paid option called Pay-per-click advertisement on Google (Google Adwords). These are the advertisements that showed up on top of Google search results. The second was a strategy and process call SEO. SEO is short for search engine optimization and is the process of getting a website (in this case www.dallaglioflintoff2012.com) on the first page of Google when searching for a specific set of phrases (for example “Cycle Slam” or “Charity”. We will get into both these methods somewhere down the line so do not worry if you are feeling overwhelmed.