Başlık | Trick Track |
Haftanın | Publicis Sapient |
Kampanya | The HypeMeter & Trick Track |
Reklamcı | ESPN, Inc. |
Marka | X Games |
Posted | Şubat 2014 |
hikaye | The X Games are watched by millions worldwide. But only a few of these viewers are skating, snowboarding, and action sports experts. Which means that—to most casual fans—the trick names called out during a run might as well be in a foreign language. Our challenge: decode the tricks of X Games so that casual sports fans could understand what they were watching and become bigger fans. We created Trick Track, a feature of the new XGames.com and X Games apps which uses real-time data and 3D models to display an athlete’s run as it happens—listing tricks by name and giving fans a simple explanation of what they actually mean. Here’s how it works. An athlete executes a trick. The trick is mapped against a 3D model of the course. And users can then choose a trick to get an explanation—which takes something like a “Double McTwist 1260” and simplifies it to “2 flips and 3.5 spins.” All in real time. Trick Track appeared as a key feature on the new XGames.com—and the new X Games mobile and tablet apps. It helped raise site visits by 72%, page views by 99%, and time spent by 57%. But more importantly, it also opened the door for a whole new set of casual viewers to actually understand why X Games athletes are so incredible. |
Medya Türü | Mobile Advertising |
Süre | |
Yaratıcı Yönetmen | Juan Morales |
Yaratıcı Yönetmen | Matthew Atkatz |
Yaratıcı Yönetmen | Andrew Goldstein |
Yaratıcı Yönetmen | James Allen |
Yaratıcı Yönetmen | Eddie Gomez |
Yaratıcı Yönetmen Ortağı | Alex Martinez |
Yaratıcı Yönetmen Ortağı | Valter Klug |
Yaratıcı Yönetmen Ortağı | Cass Crockatt |
Yaratıcı Yönetmen Ortağı | Lance Garcia |
Sanat Yönetmeni | Andres Betancur |
Bilgi Mimarı | Monica Cleves |
Tasarımcı | Hugo Broche |
Tasarımcı | Mauricio Carrasco |
Tasarımcı | Francis Ferrazza |
Worldwide Chief Creative Officer | Gaston Legorburu |
VP Global Brand Strategy | Darren McColl |
North American Chief Creative Officer | Gary Koepke |
Sr. Manager Interactive Program Management | Flavio Sonis |
Director General Management | Charlie Tornabene |
Developer | Vijay Kumar |
Yaratıcı Yönetmen | Robert Kleman |