Allycia JonesSavannah College of Art and Design

Service Design MFA CandidateDesign Management MA Candidate

allyciajones@me.com

How Networks and Viral Video Created a Multi-Billion Dollar Industry for Action Sports

What are Action Sports?

“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

Action Sports vs. “Stick and Ball” Sports

Progression

Lifestyle

EnthusiastsAthlete PersonalityBrand Persona

CreativityInnovationSharing

Static

Lifestyle

Spectator / FanAthlete StatisticsBrand Sponsorship

SkillsEquipmentScoring

Growth of Action Sports Through Video

Professional Athletes

Amateurs / Enthusiasts

Response YouTube Posts Branded / Event Video

Progression through new tricks and skills

Progression spreads to amateurs and enthusiasts

Tricks and skills are repeated and modified by amateurs and enthusiasts

New versions of tricks are reflected back in a

positive amplification loop

CJ Oliviares - Action Sports Conference 2010

2000 2010[Programmed TV Hours]

Gravity Games

X Trials

Vans Triple Crown

Bluetorch

Dew Tour

Maloof Money Cup

Super/Motocross

Fuel TV

X Games X Games36 hrs

5 hrs

5 hrs

21 hrs

260 hrs

327 hrs

62 hrs

40 hrs

8 hrs

39 hrs

8760 hrs

8,902 hrs

13 Days 15 hours 1 Year 5 Days 15 hours

U.S. TV Programming Worldwide TV ProgrammingDigital Platforms

= 1 Million Viewers

ESPN.com

29 Million

37 Million

232 Million

Feb. 15 2011 1 Week Sept. 8 2011

1.5 million views

3.8 million views

video posted on YouTube

Outside Magazine August 2011

video launched on iTunes for $7.99

Trend Tracking Within Action Sports

“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

”

Transworld Business

Different Marketing Strategies Based on Action Sports Trends

vs.

“Red Bull gives you wiiings”

Only sponsored athletes can wear brand logo

Elite brand

Big budget projects for athletes and sponsored events

Aspirational lifestyle

No TV or print advertising

Brand logo available to all in various merchandise

Brand for all

Co-Sponsor of events with high exposure for athletes

Community lifestyle

Thank You.