Skype stepped it up at X Games Aspen in 2014 with a mobile Skype call with Sage Kotsenburg and his fans. Sage managed to fit this in on the slope style course — just before he popped off to win gold at the Winter Olympics. We also caught up with Tom Wallisch chilling in the lounge and taking a Skype group video call on his Xbox One with his fans.
Preceding the event, we launched a campaign including web hub, social media and banner campaign, enabling fans to win the chance to talk to their heroes. Sage and Tom threw in some Skype video message diaries as a teaser upfront.
We also created video content from Skype calls with the athletes for live broadcast on ESPN and X Games channels. Social influencers Jack Mitrani and Maude Raymond posted images, videos, and comments to Skype's X Games and their social channels.
A Bing map brought all these posts together from the actual locations at the event along with all the other buzz around the X Games and Skype activation.
Post activation we had collated all the content created from our Skype activation calls and social activity for post event review.
All this created great awareness, reach and acquisition for Skype and the X Games, ESPN partnership.
Scope of work:
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
Results:
Awareness: 342.1 Million impressions
Engagement: 174.2k
Participation: 331 Social Actions
Effective Media Value: $5.4 Million
