Where it matters

TentBox wanted to express its promise of adventure in an environment where the product naturally comes into its own: a night at altitude, close to a major cycling event and its mountain stage. SPK designed a brand activation combining sports marketing, influence and digital content creation, deployed between Lake Payolle, La Mongie and the Tourmalet. The experience presented a different way to engage with the event: arriving ahead of the crowds, setting up in the landscape, spending the night on site and watching the peloton pass through the mountains. The activation was structured around three complementary content streams. Creator Ainhoa shared the experience on her own channels through a 60-second Reel, a set of stories and a YouTube vlog, with the editorial freedom needed to preserve an authentic point of view. Two advertising videos, lasting 20 and 12 seconds, were also produced and adapted into 9:16, 1:1 and 16:9 formats, with several opening hooks designed for social distribution. At the same time, SPK delivered two days of organic content production, resulting in eight assets for Instagram and TikTok built around the product, the landscape and the atmosphere of the race. The editorial approach followed the real progression of the experience, from the previous evening through to the riders’ arrival. Cinematic shots under the stars, tent installation, an early-morning wake-up, coffee preparation, mountain sounds, the passing peloton and spectator reactions were translated into immersive Reels, an ASMR video, a lifestyle carousel, a native TikTok format and short public interviews. SPK coordinated the creative concept, production and platform adaptations to connect brand communication, sports activation and social media usage. The overall campaign associated TentBox with a tangible adventure experience, rooted in the outdoors and shared with a community of cycling enthusiasts.