TARGET
+ Millennial, Midwestern snowboard enthusiasts

OBJECTIVE   
+ Design compelling experiences that keep the Scion brand at the forefront of youth culture during the slower winter months

METHOD
+ Created localized X-Games style competitions that took place in markets throughout the Midwest, where snowboarding events rarely take place
+ Each tournament was free to enter and open to the public
+ Developed partner sponsors to contribute to prize packages for participants
+ Each tournament series culminated with an event featuring a 2 story man-made snowboard structure constructed in downtown urban locations
+ The “Urban Rail Jam” sessions were designed to create talk value among both participants and local media

 

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