We created a game called the “Race of the Cannibal”, the aim of which was to “eat” a cyclist peloton as fast as possible. The “Race of the Cannibal” was a tribute to the greatest rider ever, the Belgian Eddy Merckx, nicknamed “The Cannibal”.We printed a cyclist peloton on edible paper and invited everyone to become a modern cannibal. How? By eating the cyclist peloton in front of the webcam, as fast as possible, you could become the Eddy Merckx of your own generation and win an original Eddy Merckx Cycles race bike.

The online campaign on the partner’s website (the major Belgian sports newspaper) was viewed by 1.4 million contacts and over 1 million contacts viewed the “cannibal conditions” bannering on site.

Hundreds of young people uploaded their movies and shared them with their friends.We were able to reach a young target group that was not traditionally Skoda fans. Skoda sold hundreds of cars of the city model Fabia ("cannibal edition") that was promoted during the campaign. Skoda's overall market share grew considerably in the weeks after the campaign (2.89 % of new car registrations in August, 3.99% in September).