The Scratchboards targeted both the skateboarding and gaming community in order to engage with these specific target-audience groups and develop customer relationships. By inviting skaters to RIDE THEIR LUCK, we inspired them to take action and produced measurable results like an increase of 90% in digital sales for Tony Hawk's Pro Skater.

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.

The Scratchboards took months to make. After careful selection of materials, we were able to create a hidden layer that remained intact even after the top layer had been scratched off.

The decks were designed to resemble scratchcards, and to launch the activation, we chose Tony Hawk himself, who was fully behind the idea and on board from the first moment, literally.

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).