The task was to gain greater fan engagement by bringing them  closer to their favourite athletes.  

 

Things got extreme with a couple of Skype firsts – one lucky fan won the chance to speak to Mitchie Brusco over Skype mobile video call as he skated the 75ft Mega Ramp. And BMX’er Chad Kerley took requests for tricks, live over Skype mobile.

 

Preceding the event, we launched a campaign including a web hub, social media and banner campaign, enabling fans to win the chance to talk to their heroes at the event. Chad and Mitchie threw in some teasers to help it all along.

 

Our branded Skype airstream was the chill-out venue of choice, with challenges, Skype demo’s and fans queuing round the block for bespoke giveaways created by local street artists. On-the-ground influencers helped amplify our message via the interactive map on the hub.

 

During the event we created video content for live broadcast on ESPN and X Games channels. Bing maps brought all these social posts together from the actual locations at the event along with all the other buzz around the X Games and Skype activation. We also had mobile Skype reporters reporting updates back to the Extra show.

 

We worked in conjunction with 9 agencies covering hundreds of deliverables across TV production, video production, event build, social media, photography, partner negotiation and creative across the three days of the X Games — including a live integration with the Jimmy Kimmel Show.

 

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