This summer, skateboarding toy brand Tech Deck took its line of fingerboards to Europe as a sponsor of the Tony Hawk and Friends tour. The sponsorship activation was designed to build brand equity and get kids excited about fingerboarding—a game where players use their fingers on a miniature toy skateboard to perform tricks similar to what professional skateboarders do in competition. To keep the worldwide momentum building, the brand is hitting the U.S. with eight stops from Sept. 16 to 27 that include Athens, GA, Chicago, Cincinnati, Columbia, SC, Indianapolis, Knoxville, TN, Louisville, KY and Milwaukee. The goal is to raise awareness of the game among 7- to 16-year-old youths and teach them how to do a variety of tricks while leveraging Tony Hawk’s considerable street credibility.
“This is our first world tour and it’s about getting our name out there and associating us with the top skateboarding brands,” Alice Kao, senior marketing manager-international at Spinmaster, which owns Tech Deck, told Buzz. “We’re building brand equity—it’s all about being cool.”
Tech Deck will be the only official brand presence at the Tony Hawk and Friends tour stops, and will be hosting best trick contests and giving away the fingerboards, stickers to decorate them, tour posters and Tony Hawk branded mini skate parks for the boards. Also, experts will be on hand to teach moves like pop shove-its, ollies and other tricks, and to refer attendees to the Tech Deck website for more tips. The second arm of the activation is a guerrilla-style takeover of local skate parks, where Tech Deck staffers will hand out product, drum up excitement for the official event and help skaters learn some new finger-moves. Of course, the big draw at any event will be Hawk himself, who will be making appearances to sign autographs and meet with the fans. Agency: rEvolution, Chicago.