Industree Communication Hub together with Yamaha on the roads of Giro d'Italia 2020
With the end of the Giro d'Italia 2020, the adrenaline-filled experience organized by Yamaha and Industree Communication Hub also came to an end: the launch of a video challenge on Instagram that gave nine motorcyclists the incredible opportunity to ride the new Yamaha Niken and be the official openers for three stages of Italy's most important bicycle race.
At the end of October, the video challenge created by Yamaha Motor Italia and organized by Industree Communication Hub ended with the live experience of the contest winners in Giro d'Italia’s stages.
The project was dedicated to motorcycle lovers who described their passion through a one-minute video on Instagram.
The nine riders, who showed the most originality in creating the video, won the unrepeatable opportunity to speed through the streets of three stages of the Giro d'Italia riding the Yamaha Niken, the company's new three-wheeled motorcycle model. The riders were divided into groups of three and each of them was assigned one of the most exciting and fascinating stages of the Giro: the 16th stage from Udine to San Daniele del Friuli; the 18th stage from Pinzolo to the Cancano Lakes in the Stelvio National Park; and the 20th stage from Alba to Sestriere.
The guests were able to experience the excitement of the race at 360° that only Yamaha, Official Partner of the Giro d'Italia, could guarantee them: they arrived the day before the race at the assigned stage location and had dinner together with the Yamaha staff, discussing the bike and the route they would have to take the next day.
On the day of the event, the team made up of the video challenge’s winners and the Yamaha staff and Industree Communication Hub gathered in the starting village of the race for the necessary preparations and, just before the departure of the cyclists, they inaugurated the route as openers. At the end of the experience, the whole team waited for the riders at the finish village.
The last stage of the Giro d'Italia, the Cernusco sul Naviglio-Milan time trial for cyclists, was dedicated to a special guest, the journalist, author and rider Roberto Parodi who, riding a Yamaha Niken, inaugurated the route of the stage by crossing the finish line in Piazza Duomo. Moreover, at the starting village of Cernusco sul Naviglio, the journalist had the opportunity to interview Marco Velo, former cyclist, Marco Pantani's helper and for almost ten years "last man" of the Giro d'Italia, the one who manages the safety of Italian competitive cycling, regulating, riding a motorcycle, the flow of vehicles and the gathering of people in the most delicate points of the route.
Industree Communication Hub has coordinated all the phases of the initiative and, in collaboration with the videomaker Alberto Pini and the production company Videoproduction, has created exclusive multimedia contents of the whole experience that Yamaha Motor Italia has published on its social channels for a live story of the experience.