Sunglasses firm Oakley is to launch an interactive digital campaign to help build its first Europe-wide Facebook community.

The campaign, called You Vs, is focussed around interactive videos produced by Bigballs Films, which feature athletes such as cyclist Mark Cavendish; golfer Ian Poutler and rally driver Sebastien Loeb.

The videos, which viewers will be directed to after ‘liking’ Oakley on Facebook, have been filmed in a point-of-view style and urges viewers to compete against the athlete in the video.

The release of each video will be timed to coincide with major sporting events, starting with Mark Cavendish and the Tour de France.

Those who interact with the videos will be entered into a competition to win the chance to take on the athletes for real.

There will be in-store marketing for the campaign, as well as on sports websites and blogs.

Tom Cartmale, Oakley’s UK marketing director said: “This is a significant move for us, representing a six-figure investment across production, community management, media and retail activation.

“We want to make our content accessible to all and encourage fans to engage and share across multiple platforms.”

The campaign will begin with a teaser trailer on June 13, aimed at getting people onto the Facebook page.