Juan Morales
Head Of Planning at GettingBetter
Boston, United States
TitleTrick Track
Agency
Campaign The HypeMeter & Trick Track
Advertiser ESPN, Inc.
Brand X Games
PostedFebruary 2014
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
Length
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Information Architect
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Worldwide Chief Creative Officer
VP Global Brand Strategy
North American Chief Creative Officer
Sr. Manager Interactive Program Management
Director General Management
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