Branded entertainment is still not much used in Spain: most of the clients are not demanding it and still prefer traditional forms of advertising.

There are only a few cases of successful branded content campaigns and most of them have audio-visual formats, introducing new features that are not present in traditional advertising, but not working in a very innovative way.

We spent some days meeting the most famous Spanish skaters, and talking to skaters from different places (the city of Madrid, and some smaller towns that are placed in the outskirts of the city, which have a long skateboarding tradition).

We visited the most important skate-parks and asked them about their experiences, trying to find out how did the skate make them feel like and how were their first steps into the skate world, talking about their best and worst experiences in skating and laughing about their biggest falls and fails.

We also made a research on their other interests, finding out that music was very important in their lifes and has a stretch connection with skating time.

The launched a promotion test for the first 1.000 X-Rays redeemed, and the promotion expired just after 5 days (1.000 X- Rays redeemed).

The average purchase value of the skaters that redeemed X-Rays was 94,93 Euros (the promotion was valid with a purchase of 60 Euros).

This promotion has become a best practice of Vans of Madrid and will be tactically launched with the launch of new Vans collections.