SapientNitro North America Boston, United States Advertising / Full Service / Integrated

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SapientNitro North America Creative Work

Title "The HypeMeter"
Agency SapientNitro North America
Campaign The HypeMeter & Trick Track
Advertiser ESPN, Inc.
Brand X Games
Story There are millions of X Games fans around the world. But unlike other sports, most fans never actually attend the X Games themselves. They watch from home or from out in the world. And that’s the insight that inspired our strategy: to make fans at home feel closer than ever to the X Games. It’s why we invented The HypeMeter—a real-time, interactive engine (live only during X Games events) that measures at-event, social, and mobile buzz to boil down each moment of X Games to a score from 1 to 100. For the first time, fans at home and at the event can actually cheer together, using Twitter, Facebook and mobile gaming—tapping a tablet or shaking a mobile phone—to add hype when the biggest moments happen. That’s it. Just shake your phone from your couch, and you’re cheering along with the live crowd. The HypeMeter then maps out an event based on how much hype individual moments have received, giving fans a new way to identify the biggest X Games highlights at a glance—and giving ESPN a new way to serve up their content. The launch of The HypeMeter helped drive some big year-over-year gains for XGames.com—including site visits up 72%, page views up 99%, and time spent up 57%. And ESPN was so impressed by The HypeMeter that they actually patented it. Now, they’re looking for ways to apply the technology for other sports. The HypeMeter proves how technology can be leveraged to keep a counter-culture brand cutting edge—without losing its edge. 
Media Type Mobile Advertising
Length102 seconds
Executive Creative Director Mr. Juan Morales
Executive Creative Director Mr. Matthew Atkatz
Executive Creative Director Mr. Robert Kleman
Creative Director Mr. Andrew Goldstein
Creative Director Mr. James Allen
Creative Director Mr. Eddie Gomez
Associate Creative Director Mr. Alex Martinez
Associate Creative Director Mr. Valter Klug
Associate Creative Director Ms. Cass Crockatt
Associate Creative Director Mr. Lance Garcia
Art Director Mr. Andres Betancur
Information Architect Ms. Monica Cleves
Senior Designer Hugo Broche
Senior Designer Mr. Mauricio Carrasco
Senior Designer Mr. Francis Ferrazza
Worldwide Chief Creative Officer Mr. Gaston Legorburu
VP Global Brand Strategy Mr. Darren McColl
North American Chief Creative Officer Mr. Gary Koepke
Senior Associate Marketing Strategy & Analysis Manuel Moreno
Sr. Manager Interactive Program Management Mr. Flavio Sonis
Director General Management Charlie Tornabene
Developer Vijay Kumar

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