building brand via xgames
TRANSCRIPT
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Started in 1995 Gold Standard in action sports world 18 and younger viewers considered as their Own Olympics Global Championships from 2003
Introduction
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More than 65 events attended by more than 2.5 million fans Brand Extensions in consumer products and home
entertainment Target Group: 18-34 years Viewership across 3 networks that carried coverage of the
event-ABC Sports, ESPN, and ESPN2
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Started in 1997 Scheduled at Austin in
2016 Month of January or
February ski slopestyle, ski
superpose, Skiing, Snowboarding, Snowmobiling
Started in 1995 Scheduled at Aspen
Colorado in 2016 Month of August
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X Games 17 - 2011
BMX: Big Air, Freestyle Vert,
Park, Street
MOTO X: Best Trick, Best Whip, Enduro X (Men’s and Women’s),
Freestyle, Racing (women’s),
Speed & style, Step Up
SKATE BOARD: Big Air, Game of SK8, Park, Real Street, Street
(Men’s & Women’s), Vert
RALLY: Rally Car Racing,
RallyCross
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MAJOR MARKETING COMMUNICATION OPTIONS
Advertising & Promotion
Interactive Marketing
Events & Experiences
Mobile Marketing
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Advertisement (Flight Scheduling)
RadioTelevision
Print Direct Response
Place
PlaceBillboards &
Posters
Movies, Airlines,
Lounges & other places
Product Placement
Point of Purchase
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Posters
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Billboards
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Promotions
Consumer Promotions Trade Promotions
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Interactive Marketing
Social Media
Online Ads & Videos
Web Sites
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Events & Experiences• Choosing Sponsorship Opportunities• Designing Sponsorship Programs• Measuring Sponsorship Activities
REPREVE: Turning xgames into Greener
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Official Sponsors
Television Spots Print Collateral Digital Advertising Radio Campaigns On-site Activations Competition course
signage
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Event Sponsors
Television Spots Print Collateral Online Advertising On-site Activations On-site TV Displays Competition course
signage
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Mobile Marketing• Tracking users through mobile apps• Opt-In advertising: Users allow advertisers to
use specific, individual information about time, location and shopping preferences• Geotargeting: Send messages to consumers
based on their location and activities they are engaged in• Mostly used as for mobile engagement
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Brand Amplifiers
Public Relations Publicity Word of
Mouth
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Xgames.espn.com
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Social Media Videos of sportsmen doing
stunts Details of end-to-end activities
of all events
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SummaryXg
amesIntroduction
Xgam
esMajor Marketing Communication Options Xg
amesBrand
Amplifiers
Xgam
esDigital and Social Media
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Disclaimer
Created by
Prof. Sameer Mathur, IIM Lucknow
during
taught by M. Chaitanya Vihari, IIM Lucknow