In November 2012 the team responsible for promoting the UCI Track Cycling World Cup in Manchester UK were considering how best to bring in new audiences to the sport and how to share the excitement in the velodrome. There was extensive conventional media coverage and the BBC would broadcast the final day live on TV but die-hard fans would have little access in the preceding days. A co-ordinated social media programme that included a giant hashtag and twitter handle on the track and eighty videos edited and shared in near real time changed the way the event was promoted. Millions of fans were able to engage and watch the event in near real time without a conventional broadcast channel. Amongst those engaged via Facebook Twitter, YouTube and a live blog was Sir Chris Hoy, former track cyclist and winner of five Olympic Gold Medals. The programme delivered nearly 150 million impressions via Twitter. The team behind the programme will explain exactly how it was done.