x games presentation
DESCRIPTION
presented to espn for x gamesTRANSCRIPT
primary research:action sport park visitsaction sports store visitspersonal gear trialconducted focus groupsone-on-one interviews in person, over email and phone.
secondary research:Simmonsmagazinesmoviesonline videosaction sports blogs and websitesforums
PlatformBrand
The public knows about Xand is familiar with its offering,
but no one feels the brand is for them.
PlatformBrand
Discoveries about history and information
Seek More(search)
Reason to lookfurther than whatthey already know
More proprietaryand specialized
experiences
Experience(accelerated
trial)
Ways to convert an interest into a hobby
Sharing(community)
Experiences that they want to pass
on to friends
Easily pass-onable and engaging content
More proprietaryand specialized
experiences
Discoveries about history and information
Entertainment and information
Introduce Experience(trial)
Seek More(search)
Experience(accelerated
trial)
A deconstructionof the barriersto involvement
Reason to lookfurther than whatthey already know
A reason to engageand use X as a springboard
Ways to convert an interest into a hobby
Sharing(community)
Experiences that they want to pass
on to friends
Easily pass-onable and engaging content
Inspiration
Avatar Website: music, art, fashion, games, sports
Games: Live and TV Games
Above Ground: customizable gear and clothing
Local Events: crashing skate parks
Television Ads
X Gear in Stores
Web Radio
Website: CGC, demo tape software
EngageEntertain
Engage
Enrich
EngageEntertain
Excite
EngageEntertain
Enrich
empowering, knowledgeable, open, inspiring
EngageEntertain
Enrich Excite
Platform
The public knows about Xand is familiar with its offering,
but no one feels the brand is for them.
Brand
In order for the public to feel that the X brand is for them,
we will provide a gateway to action sports that provides
one element of the culture that each person can relate to.
We are a gateway to the culture of action sports.
EngageEntertain
Enrich Excite
empowering, knowledgeable, open, inspiring
Platform
The public knows about Xand is familiar with its offering,
but no one feels the brand is for them.
Brand
In order for the public to feel that the X brand is for them,
we will provide a gateway to action sports that provides
one element of the culture that each person can relate to.
We are a gateway to the culture of action sports.