Continental is the official partner of the 2016 Prudential RideLondon-Surrey Classic race.
The event, now in its fourth year, runs between 29 to 31 July and is considered one of the world’s top cycling festivals.
The campaign will see BEcause Experiential Marketing deliver live brand experiences for Continental at dedicated festival zones in Green Park, St Paul’s and Kingston over the race weekend.
The live activations will include a virtual reality experience that will provide spectators with the opportunity to virtually cycle the actual course through a bespoke 360° video.
Gwyn Humphreys, senior account director at BEcause Experiential Marketing, said: "We’re delighted to be working with Continental on this campaign, which combines immersive technologies and engaging interactive experiences to add a whole extra dimension to this popular race.
"We’re confident that the experience will captivate cycling fans by offering a rare perspective on RideLondon."
Peter Robb, marketing communications manager at Continental Tyres, said: "Continental is proud to be a key sponsor of the 2016 Prudential RideLondon race, and we firmly believe that the excellent experiential marketing provided by BEcause will be the perfect platform to bring our product’s performance to life to a highly relevant audience."
In February, Continental appointed The Moment to activate its Euro 2016 campaign.
Buxton Water is to activate at Prudential RideLondon by creating a 'mini-Buxton' town.
For your daily hit of news from the brand experience community, weekly brands and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.