Activation: Schick Launches Search For Next Action Sports Star At X Games - Event Marketer

Activation: Schick Launches Search For Next Action Sports Star At X Games

To leverage its official sponsorship at last week’s Summer X Games in Los Angeles Schick Quattro built on-site presence with a branded skate park (smaller than what the pros use but still legit for fans) at the Home Depot Center one of the Games’ two venues. Attendees were invited to show their stuff and enter a contest dubbed the Schick Quattro East vs. West Xperiment. Throughout the four-day event a team of videographers captured attendees doing their sickest tricks—sick meaning freaking awesome—then entered riders into the contest on the spot. Fans who didn’t want to enter could gear up with Schick-provided boards and safety equipment in an adjacent Schick Quattro tent then practice their moves during free-skate hours in the park.

Until Sept. 3 amateur skateboarders and BMX riders can submit video entries featuring their best board and bike tricks then Pro skateboarder and West Coaster Bob Burnquist and pro BMX rider and East Coaster Ryan Nyquist will judge entries along with a nationwide open vote from Sept. 10 to Oct. 8. One contestant will win $20 000 and a one-year endorsement deal.

Athletes Burnquist and Nyquist were on hand for autograph and photo sessions and brand ambassadors and an emcee worked on site to distribute samples and mousepads printed with the contest web site where consumers can enter the contest check out other trickster’s videos and also enter to win an iPhone. (Schick plans to keep in touch with the data collected.) Agency: Vivid Marketing Smyrna GA.


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