As branded and user-generated content blur the lines of marketing and entertainment, the definition of each is expanding rapidly. And The HypeMeter (live during X Games events) takes content to new territory by leveraging UGC—in the forms of social content and gaming behavior—and mapping it to serve and create entertainment content.

As a broadcaster and event organizer, ESPN traditionally broadcasts their TV content market by market. But as X Games expands globally, their approach for serving branded content has to do the same—especially with live broadcasts limited by licensing agreements. This is part of the reason an app has done so much to expand their reach—connecting fans at the event with fans watching the broadcast at home.

Through The HypeMeter, we use UGC to create hype, then measure it to create content. And the link between what hype has happened at a given time (live or catalogued) creates a whole new relevance for X Games branded content.

The audience is engaged through gaming on both the X Games app and website, exploration of the ‘hype chart’ (which catalogues events by moment), mentions on live broadcast, and exposure via Twitter and Facebook. These entry points are opportunities for awareness and also engagement, as fans can participate to create the hype itself.

The hype chart is a principal point of contact for exploring content that’s been created—a curated, scored ecosystem of X Games content shaped by the social and gaming behaviors of the fans themselves. And an evolution in the way consumer actions can define UGC.

In terms of results, the launch of The HypeMeter during the 2013 Aspen X Games was a big success, helping to drive gains across several key year-over-year metrics for XGames.com including overall site visits up 72%, video starts up 15%, and site page views up 99%. In addition, time spent with the website (minutes per day) rose 57%.

And with a strong follow-up during the Tignes event in March, we’re now driving toward a few key long-term goals that will continue driving engagement and content creation.

As fan engagement grows, we intend to expand the complexity of The HypeMeter through the development of additional ‘hype inputs’—currently, we’re investigating live crowd noise as a next expansion. And we’re also seeking to extend the use of The HypeMeter to other sports within the ESPN family.

At future events, we’re looking to increase the physical presence of The HypeMeter by building a digital tower that displays the latest scores and content—part of enhancing the experience at the event itself. Because The HypeMeter is all about giving fans the power to create and curate content—so that all X Games fans can engage more deeply with the sports and athletes they love.