SBS launched a campaign for the 20th year of the Tour de France, leveraging high numbers over the opening weekend of the 2010 FIFA World Cup broadcast.

The campaign encourages SBS’s World Cup fans to stay up for the Tour de France in July. For instance, a series of three 30-second TVCs tell the story of a diamond heist gone wrong as the security guard, getaway driver and policemen involved were held up all night watching the Tour de France.

The campaign incorporates three TVCs, online advertising, mobile video, social media, search marketing, radio and a Tour de France YouTube channel. The TVCs premiered on Friday with the additional elements rolling out across SBS media platforms throughout the World Cup and into the Tour de France coverage.

SBS group marketing manager, Katherine Raskob, said: “This is an incredibly exciting campaign for SBS and our partner agency Razor/US. We’ve hit on an exciting storyline that audiences can have fun with, combined with real Tour footage that ignites excitement among SBS’s huge sporting audience.”

SBS will also invest in a search campaign to further boost interest in SBS’s official Tour de France website.

The 2010 campaign builds on SBS’s 2009 Tour de France campaign , which though a partnership with RaboPlus, introduced website features such as live streaming, blogs and the Fantasy Tour de France competition.