Tony Hawk's Pro Skater inspired a generation to take up skating for real. So, to promote the remaster of the series after its 20th anniversary, we decided to reward skaters by mixing the real world and the virtual world.

In skateboarding, the more you skate and slide, the more you scratch your board. So, by tapping into this insight, we partnered with Birdhouse and created the Scratchboards: limited-edition decks inspired by lottery scratchcards.

They have everything a scratchcard should have: metallic colors, lucky charm symbols, good-luck sayings and, last but not least, hidden prizes.

With special paint, we created a top layer that can be scratched off to reveal a hidden second layer with in-game reward codes on it. So, the more you skate, the luckier you get.

Three different deck designs. One perfect skater to launch it: Tony Hawk.

The Scratchboards campaign was launched with an online film starring Tony Hawk, and fans had to share it on Twitter or Instagram for the chance to win their own Scratchboard. Skaters flooded social platforms with our video, and pro skaters and influencers got their hands on our Scratchboards before anyone else to help the campaign spread like wildfire.

Legendary pro skaters like Steve Caballero, Bucky Lasek, Aori Nishimura and Lizzie Armanto rode the Scratchboards. The idea was shared by advertising, gaming, and skateboarding media outlets from all over the world. In terms of business, the Scratchboards triggered an increase of 90% in digital sales for Tony Hawk's Pro Skater (comparing the week of 3.26 to 3.12).