Our task for X Games at Aspen in 2015 was to create massive awareness, reach and acquisition for Skype and the X Games / ESPN partnership.

 

Skype did this by getting close to the athletes. Working with ESPN, we managed to get  Jack Mitrani, our social influencer from the previous year, to integrate with both the Extra Show and some unique interviews.

 

Preceding the event, we launched a campaign including a web hub, social media and banner campaign. This enabled fans to win the chance to talk to their favourite athletes over Skype.

 

During the event we created video content from the athlete Skype calls for live broadcast on ESPN and X Games channels. We also had social influencers posting images, videos, and comments to Skype X Games, as well as their own social channels. A Bing map brought all these posts together from the actual locations at the event. In addition, we ran Skype instant message chat groups to keep everyone up to date around the world.

 

Marketing strategy

Creative strategy

Creative marketing concepts

Creative marketing execution

Creative and brand direction for:

• Product activation and integration

• Video story telling for multiple channels

• Social media channel assets; owned, earned, and paid

• Email

• Banners

• Creation of TV broadcast show

• Event space design

• Event graphic artwork

• Merchandise creation