Seagate X-Games - Lifestyle Marketing
Action Sport aficionados lined the streets to catch a glimpse of the Seagate Skate Museum at the summer X-Games held in San Francisco, CA in July 2003. Along with Action Marketing Group, we planned and executed a memorable grass-roots initiative that provided a mass-brand association with X-Games, while imparting a "cool factor" to the Seagate brand.
Converting an eighteen-wheeler into a mobile museum, we stylized the rig with skate memorabilia reflecting the history of skateboarding. Custom aerial billboards and mobile street billboards also gave Seagate a mass-presence without the massive sponsorship fees associated with the X-Games. The event went big, but the budget remained small.
Successes:
Most thought Seagate was a major paid sponsor of the X-games (estimated ESPN sponsors cost from $500,000-1,000,000+). A large amount of data was collected and hopefully used for further Seagate recruiting efforts.
