TAG Heuer celebrated the launch of a new partnership with the Cadel Evans Great Ocean Road Race recently at its Melbourne flagship store.

SportSim were invited to create an interactive ‘virtual cycling challenge’ that would allow Cadel (and then event guests) to ride a short stretch of the Great Ocean Road Race route (all from the comfort of Collins St!).

TAG Heuer’s association with professional cycling has recently been revived by the dynamic partnership with BMC Racing Team after a 20-year hiatus from the sport. In true TAG Heuer “Don’t Crack Under Pressure” spirit Cadel delighted guests in taking on professional boxer, Lauryn Eagle, in a virtual cycling race using actual footage from the 2016 Great Ocean Road Race (powered by FulGaz technology).

In a fitting end to the evening, guests were gifted a signed copy of Cadel’s new book – The Art of Cycling – the highly-anticipated autobiography from the cycling legend.

This was another example of SportSim’s ability to take a brief and create a truly memorable, interactive sporting experience. SportSim helps brands to create connections with consumers. Speak to us today about how SportSim can develop a custom experience for your brand or product promotion.