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Allycia JonesSavannah College of Art and Design
Service Design MFA CandidateDesign Management MA Candidate
How Networks and Viral Video Created a Multi-Billion Dollar Industry for Action Sports
What are Action Sports?
“Action sports are based on motion, innovation and adrenaline... things that are difficult to translate through words. Only pictures and videos can give them justice ...
...Brands need to embrace social media, but firstly build a plan on how to effectively utilize it...
...to build an accessible ‘voice and face to the brand” - Mark Sperling, founder of Group Y, a community of action sports enthusiasts
Action Sports vs. “Stick and Ball” Sports
Progression
Lifestyle
EnthusiastsAthlete PersonalityBrand Persona
CreativityInnovationSharing
Static
Lifestyle
Spectator / FanAthlete StatisticsBrand Sponsorship
SkillsEquipmentScoring
Growth of Action Sports Through Video
Professional Athletes
Amateurs / Enthusiasts
Response YouTube Posts Branded / Event Video
Progression through new tricks and skills
Progression spreads to amateurs and enthusiasts
Tricks and skills are repeated and modified by amateurs and enthusiasts
New versions of tricks are reflected back in a
positive amplification loop
CJ Oliviares - Action Sports Conference 2010
2000 2010[Programmed TV Hours]
Gravity Games
X Trials
Vans Triple Crown
Bluetorch
Dew Tour
Maloof Money Cup
Super/Motocross
Fuel TV
X Games X Games36 hrs
5 hrs
5 hrs
21 hrs
260 hrs
327 hrs
62 hrs
40 hrs
8 hrs
39 hrs
8760 hrs
8,902 hrs
13 Days 15 hours 1 Year 5 Days 15 hours
U.S. TV Programming Worldwide TV ProgrammingDigital Platforms
= 1 Million Viewers
ESPN.com
29 Million
37 Million
232 Million
Feb. 15 2011 1 Week Sept. 8 2011
1.5 million views
3.8 million views
video posted on YouTube
Outside Magazine August 2011
video launched on iTunes for $7.99
Trend Tracking Within Action Sports
“Ten years ago, as an athlete, you could rely solely on the people who represented you -- agents and managers -- to make you a brand.
... I could get off the camera and everything would take care of itself. Now I have to take pictures of what went on behind the scenes ... I have to give the people more because they have options. Way more options. -Sal Masekela, Action Sports MC
”
Transworld Business
Different Marketing Strategies Based on Action Sports Trends
vs.
“Red Bull gives you wiiings”
Only sponsored athletes can wear brand logo
Elite brand
Big budget projects for athletes and sponsored events
Aspirational lifestyle
No TV or print advertising
Brand logo available to all in various merchandise
Brand for all
Co-Sponsor of events with high exposure for athletes
Community lifestyle
Thank You.