SapientNitro North America Creative Work

Title "Trick Track"
Agency SapientNitro North America
Campaign The HypeMeter & Trick Track
Advertiser ESPN, Inc.
Brand X Games
Story The X Games are watched by millions worldwide. But only a few of these viewers are skating, snowboarding, and action sports experts. Which means that—to most casual fans—the trick names called out during a run might as well be in a foreign language. Our challenge: decode the tricks of X Games so that casual sports fans could understand what they were watching and become bigger fans. We created Trick Track, a feature of the new XGames.com and X Games apps which uses real-time data and 3D models to display an athlete’s run as it happens—listing tricks by name and giving fans a simple explanation of what they actually mean. Here’s how it works. An athlete executes a trick. The trick is mapped against a 3D model of the course. And users can then choose a trick to get an explanation—which takes something like a “Double McTwist 1260” and simplifies it to “2 flips and 3.5 spins.” All in real time. Trick Track appeared as a key feature on the new XGames.com—and the new X Games mobile and tablet apps. It helped raise site visits by 72%, page views by 99%, and time spent by 57%. But more importantly, it also opened the door for a whole new set of casual viewers to actually understand why X Games athletes are so incredible. 
Media Type Mobile Advertising
Length88 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 Mr. 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
Sr. Manager Interactive Program Management Mr. Flavio Sonis
Director General Management Charlie Tornabene
Developer Vijay Kumar

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