This campaign ran in multiple regions and countries. The strategy was driven by a strong insight rather than a need to navigate any particular restrictions or regulations and, as activity was primarily online, this was not an issue we faced.

How do you connect with a grass roots movement that is more art than sport?Skaters, Surfers and BMX riders don’t get a trophy or a special award after a session. Their trophy is a picture, video or sponsor tape. An art form that captures the true essence of the sport; by creating the unique opportunity to become ‘The Chosen’ and win the ‘life of a pro’ we connected crews via a global crew video competition, producing thousands of top quality forms of content.

-Tripled engagement rates versus Facebook community average.-Delivered the first real time social narration of a UCG initiative.-2,500 high quality films submitted, generating 75,000+ votes.

-500,000 people attended the live final.-300% fan growth to 1.5m.-42% increase in retail traffic.