X Games in Austin with Skype

Role: Creative Lead for IncrediBull agency

An extensive project including campaign website design, contest promotion, interactive social map and event space concept and branding.

Skype partnered with ESPN for the Summer X Games in Austin, and as the lead creative agency we delivered a multi-faceted campaign that helped fans get closer to the action. I oversaw the design of the campaign website which acted as a microsite for multiple activations (including promoting the chance for fans to speak to extreme sport stars), as well providing fans with live X Games information via an interactive map. I also designed Skype's event space on the ground at the Circuit of the Americas in Austin, and came up with competitions and giveaway ideas to generate interest amongst the crowds.

The interactive map not only featured on the Skype campaign site, but also became ESPNs official social map, showing live tweets geotagged to various events at the venue. Fans could use the Bing powered map to browse photo, video or tweeted content throughout the competition via a carousel of recommended posts, filtering by content type or by selecting pins from the map itself. Content was provided from our selected X Games VIP reporters, other fans and competitors themselves by using #SkypeXGames or #XGamesAustin hashtags.

We also designed the creative for Skype's event space on the ground, vying for fans' attention in an area packed with major brands. Enter the Skype Airstream - a custom built machine 'pimped' by the guys at West Coast Custom. This sat in a branded area under a giant die cut banner of BMX star Chad Kerley, and padded truss covers highlighting the competitions and giveaways on offer. Staff clothing, giveaways and signage were all created to boost Skype's presence at the event.

A custom built podium was also created, mimicking the official ones used for the X Games, allowing fans the opportunity to step up and pull a celebratory pose. Throw in some extreme dress up gear and we had a photo contest with the winners bagging Nokia Lumia phones.

The addition that pulled in huge crowds were our resident street artists Jason Eatherly and Briks Drewitt. Located in the Skype Airstream, these two local chaps customised hundreds of branded swag bags with artwork requested by the fans. These bags were handed out at the Skype Airstream, as well as being available at the official X Games store, where a printed label directed customers to the airstream.

With thanks to Tom Edwards from IncrediBull, Frode Sorensen, Brian Norman from Earthware & the Skype team

Photography © Harrison Boyce