Engagement around the Tour de France.
Peloton Rush takes Tour de France fans off the couch and into the Basic-Fit club, with a game built on engagement.
A clear ambition
Basic-Fit is a partner of the Tour de France 2026, a stage with international reach. The ambition was to lift brand preference to at least 90 percent, bring existing members back to the club more often, and introduce new audiences to the brand for the first time.
The concept
Peloton Rush is an infinite runner in cycling style, set across vineyards, mountains and a French city. Players swipe left and right to dodge obstacles, grab power-ups and collect Tour de France coins.
Along the way, a Basic-Fit support car picks up a new rider, building into a full peloton. The leaderboard score rises with the distance covered, with a chance at a spot in the prize pool.
Making it work
Peloton Rush runs as a web game on play.basic-fit.com, and is integrated directly into the Basic-Fit app for members through deep links. The same game also plays physically, on tablets with an attractor screen in the Tour de France fan park. The 3D environment consists of several unique segments in a continuous loop, featuring custom Basic-Fit club facades. Anti-cheat mechanics keep the leaderboard fair for physical and digital players alike.
Results
Watching the Tour de France has always been something to do from the couch. Peloton Rush turns that into active participation: players ride the stage themselves, online or in the fan park, and that movement carries through to the club. Engagement works best when watching turns into doing.
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