With the Clapping Glove Primus makes people applaud harder. We distributed Clapping Cloves during the Tour of Flanders, the biggest cycling event in Belgium. The Clapping Glove had a build-in counter that registers the applause. If you clapped 2.000 times or more you received a free Primus at the specially designed Clapping Stand.The Clapping Stand monitored all results and showed them on screens along the route and via live banners on sports websites. This way almost everyone in Belgium was able to follow both the race and the clapping results. We stimulated fans to vigorously applaud their heroes by presenting a Top 10 of athletes that got applauded the most. This Top 10 was also shown on the screens and the banners. Tom Boonen came out on top in the clapping results as well in the race.But above all, thanks to the Clapping Glove people applauded 6.208.372 times.Primus. The bravest of beers.

During the Tour of Flanders, 3,500 Clapping Gloves were distributed. In less than 4 hours, people clapped 6,208,372 times. We showed live updates of the clapping results on screens along the route and via live banners on sports websites. The live banners led people to a mini site featuring all clapping results.In the days following the race results were published via adds in national newspapers. Almost everyone in Belgium saw how Primus made cycling fans applaud harder.On top of that, news features on the Clapping Glove were broadcast on 3 different national radio channels and via sports journalists on Twitter.

In total, XXXXXXXX people saw or heard about the promotion. (Number of people to communicated next week)