Dive Brief: 

• The real winner of the Tour de France was Specialized Bicycling Components, as the race's winner — Vincenzo Nibali — crossed the finish line on one of its 22-speed models. 
• Aside from the brand recognition of having the winning cyclist on one of its products, Specialized tested out Twitter's new video ads in the weeks leading up to the win. Each post saw a 6.5% engagement rate — double what the brand saw for last year's race. 
• Specialized retail partners also saw a fivefold increase in sales as a result of the Twitter push and Nibali's win. 

Dive Insight: 

While the fact that the winner of the Tour de France rode a SBC bike, many spectators wouldn't know what Nibali was riding if it wasn't for the social media push. The company's results also offer a shining case study for Twitter to use for its video ads going forward.