Vitrue Powers Social Media Solution for Tour of Missouri International Cycling Race

Once fans have registered online, they are able to upload photos, videos and comments to the Fanzone. The social networking functionality also provides members with the ability to create their own profile and message other members within the Fanzone. Members also have the ability to upload content via their mobile device, thereby simplifying the process and encouraging participation.

"What makes the Fanzone unique is that it translates a very real experience into the virtual world, thereby engaging more people to the Tour of Missouri than those physically present," said Reggie Bradford, chief executive officer, Vitrue, Inc. "We hope this social media solution builds excitement for cyclists, family, friends and, of course, fans who will be cheering the cyclists on for this 600-mile race."

By blending offline and online worlds in an exciting way, Fanzone creates a diverse community around the Tour that is expected to enhance the state's tourism efforts. With the user-generated content garnered from the campaign, the state hopes to showcase its natural assets from the perspective of the enthusiast. The state will also participate in the campaign by uploading images, taken by a photographer, in a separate section of the site.

"We are very excited about the social media site," saidMissouri's Lieutenant Governor Peter Kinder. "This is a new platform that will create a fantastic, interactive site for fans. And, for our host communities, it will give them an opportunity to showcase themselves in a new way."

In this second annual Tour ofMissouri, cyclists from more than 20 countries, representing 15 of the world's top teams, will travel more than 600 miles through the state. The Tour will begin inSt. Joseph on September 8, travel throughKansas City,Springfield andBranson, among other cities, and finish inSt. Louis on September 14.

"We will be providing video cameras to Tour personnel and each of the 15 teams in the race in order to capture behind-the-scenes footage, which is usually never seen by the public. Team footage could include views from caravan vehicles following the race or team strategy sessions," said Steve Brunner, president of KOM Sports, which markets the event. "The partnership with Vitrue has been trailblazing from the beginning. They have been incredible to work and brainstorm with. They've been able to mold the site to the needs of the race."

The Tour ofMissouri social media campaign is not the first of such programs Vitrue has delivered. The company developed a similar tourism-focused community for the city ofBaltimore, called "Visit My Baltimore."

Vitrue, with offices inNew York andAtlanta, helps global brands engage with its customers through the power of social media. The company delivers compelling marketing solutions that maintain brand integrity and deliver measurable results to agencies and the Fortune 500 companies they serve. Founded in 2006, with funding from General Catalyst Partners, Dace Ventures, Comcast Interactive Capital and Turner Broadcasting, the company recently acquired UGENmedia in June. Vitrue was named by Business 2.0 as one of the "Top 25 Startups to Watch" and by TechJournal South as one of the "Top 50 Innovative Companies in the Southeast." For more company information, please visit www.vitrue.com .

SOURCE Vitrue

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