Viral marketing in Action Sports

Social Media is one thing and then on the other hand there is Social News. It’s all about sharing some sensational content and making sure it will spread among friends, and invade the web. To share and promote this type of content, sites like StumbleUpon, Digg, and Twitter or Facebook, of course, are legit. To give the initial push for this type of viral campaign, make sure to work with people who have powerful accounts on the above mentioned sites or who can identify bloggers interested in getting involved to spread the virus. With our strong knowledge of the Action Sports online scene, BROADER of course can deliver this added value.

The most famous example of viral campaign in Action Sports is Quiksilver Europe’s “Original Thinking” campaign better known as the “Dynamite surfing video“. This campaign takes us back to February 2007. Since then the 80-second clip has been viewed well over 30 million times. It’s success comes from the fact that the video clip prompted a fierce debate about whether or not it was real.
As we all know by now, the clip was created by Simon Wooller, an award-winning creative director with advertising giant Saatchi & Saatchi in Danemark. The film was in reality shot on high-definition cameras and digitally altered later to look as if it had come from a mobile phone camera. Created in two-and-a-half months, most of the work was done in post-production using state-of-the-art effects.
There are other examples of viral videos campaigns in Action Sports that have had some success like the Zoo York Roaches or Marc Ecko’s Air Force One hoax.

The latest try is the work of European apparel brand Soöruz. Probably not the brand with the best image out there, this simple campaign might just help them gain some awareness and score some sympathy points with the target group. The video clips have all the ingredients to spread. The campaign is build around a simple fun theme: “big balls”. Dubbed “No guts, no glory“, it also gives credit to all the young skaters, and surfers for the balls they have to go out and perform, which is not given to everybody.

Sooruz No Guts No Glory from john sooruz on Vimeo.

In Action Sports, there is so much going on that is already viral in nature just the way it is. But strangely enough brands, athletes or events are not taking full advantage of it. Remember Gigi Rüf’s flight to powder crash in Absinthe’s Futurproof or DC’s boss Ken Block hitting gaps in his Subaru?
Package it right, use the right tools and people to make it spread, then your brand will be getting all the benefits. BROADER is here to help you achieve just that.