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Allycia Jones

Marketing

New versions of tricks are
reﬂected back in a
positive ampliﬁcation loop

Progression through
new tricks and skills

Professional Athletes

Response YouTube Posts

Branded / Event Video

Tricks and skills are
repeated and modiﬁed by
amateurs and enthusiasts

Progression spreads to
amateurs and enthusiasts
Amateurs / Enthusiasts

[Programmed TV Hours]

2000

2010

X Games

36 hrs

X Games

62 hrs

Gravity Games

5 hrs

Dew Tour

40 hrs

X Trials

5 hrs

Maloof Money Cup

8 hrs

Vans Triple Crown

21 hrs

Super/Motocross

39 hrs

Bluetorch

260 hrs

Fuel TV

8760 hrs

327 hrs

13 Days 15 hours
CJ Oliviares - Action Sports Conference 2010

8,902 hrs

1 Year 5 Days 15 hours

232 Million
= 1 Million Viewers

37 Million
29 Million

Digital Platforms
ESPN.com

U.S. TV Programming

Worldwide TV Programming

3.8 million views

1.5 million views
video posted
on YouTube

Feb. 15 2011

Outside Magazine August 2011

video launched on
iTunes for $7.99

1 Week

Sept. 8 2011

Different Marketing Strategies Based
on Action Sports Trends

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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The 100x Factor Growth with AI - Susan Diaz

DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker. Key Takeaways: - New framework for examining and safeguarding an online reputation - Tools and techniques to keep you a step ahead - Practical examples that demonstrate when to act, how to act and how to recover

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

This session is designed to get back to the basics and focus on what will really drive traffic to you - your website and content. Join us for a transformative session where we'll redefine how you think about website effectiveness and digital marketing with your content. Discover how to leverage your website as the centrepiece of your marketing strategy, integrating SEO, automation, and content to drive meaningful results. This masterclass will highlight the importance of a well-optimized website and provide actionable strategies to turn your site and social media into a powerhouse for user engagement and conversion. Takeaways: Strategies for enhancing website engagement: Learn how to captivate your audience right from their first click with on-point design and user experience enhancements. Integrating tools for superior results: Unlock the potential of systems and platforms to refine your marketing efforts, freeing up your time to focus on your other priorities. Conversion-Optimized Content Development: Gain insights on creating cross-medium content that does more for you. This session will arm you with the knowledge and tools needed to transform your website into a core asset of your marketing strategy, driving both traffic and conversions.

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DigiMarCon - Digital Marketing, Media and Advertising Conferences & Exhibitions

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Tucked away in the rare book collection of Yale University’s Beinecke Rare Book & Manuscript Library lies one of the most enigmatic and captivating artifacts known to historians and cryptographers—the Voynich Manuscript. This ancient book, dating back to the 15th century, has baffled scholars, linguists, and codebreakers for centuries with its indecipherable script and mysterious illustrations. The Voynich Manuscript is not merely a relic of the past; it is a riddle waiting to be solved, a portal into a world of unknown knowledge and secrets.

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Coins slides

1. How Networks and Viral Video Created a Multi-Billion Dollar Industry for Action Sports Allycia Jones Savannah College of Art and Design Service Design MFA Candidate Design Management MA Candidate allyciajones@me.com

2. What are Action Sports?

3. “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 ”

4. Action Sports vs. “Stick and Ball” Sports Lifestyle Lifestyle Enthusiasts Athlete Personality Brand Persona Progression Creativity Innovation Sharing Spectator / Fan Athlete Statistics Brand Sponsorship Static Skills Equipment Scoring

5. Growth of Action Sports Through Video

6. New versions of tricks are reflected back in a positive amplification loop Progression through new tricks and skills Professional Athletes Response YouTube Posts Branded / Event Video Tricks and skills are repeated and modified by amateurs and enthusiasts Progression spreads to amateurs and enthusiasts Amateurs / Enthusiasts

7. [Programmed TV Hours] 2000 2010 X Games 36 hrs X Games 62 hrs Gravity Games 5 hrs Dew Tour 40 hrs X Trials 5 hrs Maloof Money Cup 8 hrs Vans Triple Crown 21 hrs Super/Motocross 39 hrs Bluetorch 260 hrs Fuel TV 8760 hrs 327 hrs 13 Days 15 hours CJ Oliviares - Action Sports Conference 2010 8,902 hrs 1 Year 5 Days 15 hours

8. 232 Million = 1 Million Viewers 37 Million 29 Million Digital Platforms ESPN.com U.S. TV Programming Worldwide TV Programming

9. 3.8 million views 1.5 million views video posted on YouTube Feb. 15 2011 Outside Magazine August 2011 video launched on iTunes for $7.99 1 Week Sept. 8 2011

10. Trend Tracking Within Action Sports

11. “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 ”

12. Transworld Business

13. Different Marketing Strategies Based on Action Sports Trends

14. vs. “Red Bull gives you wiiings” No TV or print advertising Only sponsored athletes can wear brand logo Brand logo available to all in various merchandise Elite brand Brand for all Big budget projects for athletes and sponsored events Co-Sponsor of events with high exposure for athletes Community lifestyle Aspirational lifestyle

15. Thank You.

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