The Brief
Chase wanted a bold, engaging presence at the 2022 Commonwealth Games. We were tasked with making the brand’s sponsorship tangible with an interactive experience that embodies Chase’s ‘every day wins’ ethos. The activation needed to be visually striking, accessible to all, and impossible to miss. And, of course, it had to drive awareness, engagement, and app sign-ups.
Creative Concept
Working closely with Chase, the 2022 Birmingham organising committee, and high profile ambassadors including Olympic gold medallists like Christ Hoy, we created a bikeathon spectacular that merged a unique immersive experience with live IRL cycling.
Enter the Chase Bikeathon, a bespoke cycling game within our bespoke Chase Dome, designed to bring the thrill of competition to the crowd. Three-player pods allowed guests to race against each other, with real-time scores displayed on a central leaderboard.
Sir Chris Hoy and Kadeena Cox made surprise appearances to coach participants through their sprints. The biekathon blended sport, technology, fun - and competition - seamlessly, rewarding winners with Chase-branded prizes and exclusive Commonwealth Games memorabilia.
Thousands of fans attending the 2022 Commonwealth Games were able to not just watch the Games but take part in their own cycling challenge set inside the vibrant Chase Village, custom built by out in-house creative fabrication partner, Bearded Kitten Studios.
The Delivery
Together with Chase we delivered an interactive space for fans that gave them an opportunity for rewards, recharge and relaxation. Participants cycled thousands of miles around our virtual Birmingham metaverse, which transferred into book donations for local Birmingham schools in the process. The brand activation generated a donation of 7,426 books for school libraries, leaving a lasting legacy in the community.
Bearded Kitten designed a high-energy, high-impact space that captured attention.
- Bold identity: Custom-fit Chase-blue arches and a towering central obelisk
- Festival-friendly aesthetics: Striking sails, stylish garden furniture, and shaded relaxation areas gave visitors a reason to stay
- Game design: Bespoke cycling game featuring iconic Birmingham landmarks and an intelligent randomiser for a dynamic experience
- Despite a 40-degree heatwave and a challenging site, the activation was flawless and ran like clockwork
The Impact
Birmingham 2022 was the Games for everyone and we were proud to deliver a gold standard venue design and live experience execution that complemented the high standards set by the 2022 Birmingham Organising Committee.
Beyond the numbers, the Chase Bikeathon was a roaring success on all accounts:
- Brand awareness skyrocketed, with attendees citing Chase as the standout activation
- Social media buzz, fuelled by photogenic setups and participant shares
- Game-changing accessibility, with visitors praising inclusive design that enabled wheelchair users to participate, with glowing consumer feedback: “I didn’t think I’d be able to take part because I’m in a wheelchair - this is great!”
Chase’s investment in experience paid off. FUN aside, the activation cemented Chase’s reputation as a brand that champions participation, community, and rewards for everyone.
