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Brand Building via the X Games_Vishal Dodiya_Prof. Sameer Mathur
- 1. Brand Building via the X Games Vishal Dodiya PGP31023 Section A Under the guidance of Prof. Sameer Mathur
- 2. Action sports on growth trajectory, with accessories market jumping from $5 billion to $11 billion in last Eight years. Analyst predict that kind of that kind of exponential growth – although hard to track – reflects the future of action games.
- 3. The X Games started as a biannual event in 1995. Initially viewed as “the circus coming to town” Now, X Games has transformed it self to “OLYMPICS for viewers 18 and above”
- 4. “The X Games is a celebration of and with the athletes. The brand believes in risk takers, who are not afraid to paint outside the lines.” – Tim Reed, Senior Director, Events & Content, X Games. X Games quickly grew into franchise that has staged more than 65 events attended by more than 2.5 million fans.
- 5. From “Extreme games”(1995 ) To “ X-Games ” (2016) “It has been a long ride, 1995 was a clash of culture. I did not know what to think when we got out of that event. It seems like every year something amazing happens at X Games. It has evolved a lot.” – Bob Burnquist, skateboard legend who has competed at every X Games since 1995.
- 6. X Games 17 (in 2011) had final attendance of 141,500. Few of the events included: 1. BMX – Big Air, Freestyle 2. Moto X – Best Trick, Enduro X 3. Skateboard – Big Air, Real Street 4. Rally – Car racing, RallyCross
- 7. ADVERTISING “The X Games will produce close to 100 hours of content for ESPN and ABC, and distribute that to more than 410 million homes and 215 countries and territories.” –Tim Reed, Senior Director, Events & Content, X Games.
- 8. Media spending evenly across months A low level of adv. across all months but spends more in selected months Continuity scheduling Pulse scheduling Heavy adv. in certain months and no adv. in all other months Flight scheduling
- 10. THE WESTWORD Denver’s alternative weekly newspaper with weekly readership of 275,000 ROOSTER MAG Lifestyle magazine, 10k distributed in Boulder and Fort Collins, CO Print Media Advertising
- 11. 284 paid, 60 spots run between December 19, 2011 and January 15, 2012 Live broadcast from Winter X Denver’s leading Modern Rock station Number-one radio station in Utah ESPN RADIO Denver,SPOKANE Radio Advertising
- 12. STAYASPENSNOWMASS.COM Primary website for lodging bookings in Aspen ASPENSNOWMASS.COM Primary website for Aspen ski/snowboard resort and lift ticket information Web Advertising
- 13. Austin - ESPN X GamesX Games Comercial HD
- 14. #RoadTox Over the two months we had 17 tweets which resulted in more than 247 retweets and 30 favorites Social Advertising
- 15. EVENT MARKETING
- 16. Why Marketers Sponsor Events ?? To identify with Target Group or Lifestyle To create/reinforce customers’ Associations To increase Awareness of the Brand To Enhance Image Dimensions To evoke Feelings To Entertain clients or reward key employees To express commitment Promotional Opportunities
- 17. Sponsorship for X Games 17
- 18. Sponsorship for X Games 17 were matched because.. ESPN sales team pitched to sponsors based on perceived fit and common objective Advertisers wanted to target certain Demographics Advertisers specifically requested X Games Advertisers wanted to conduct Promotion/Push to certain Product Advertisers asked ESPN sales team for recommendation Advertisers had certain Budget/Amount of money to spend
- 19. Final list of Sponsors Official Sponsors • BFGoodrich • Ford • American Navy • Red bull Event Sponsors • Casio GzOne Comm. • Shark Week • Mobil 1 • Sony National Marketing efforts included combinations of: - Television spots, Digital advertising, Print collateral, radio campaigns, online advertising, On-site activations and Competition courses signage
- 20. Summary X Games Introduction & Journey Advertising X Games - Through Print, Web, Social, YouTube, TV & News media Advertisement Scheduling - Continuity, Flight & Pulse scheduling Event Marketing - Why marketers sponsors events Final List of X Games 17 sponsors How was the sponsorships for X Games 17 matched? 1 4 2 5 3 6
- 21. Created by VIshal Dodiya during Brand Management course of Second Year of PGP taken by Prof. Sameer Mathur, IIM Lucknow. (See www.IIMInternship.com) Prof. Sameer Mathur, IIM Lucknow DISCLAIMER