This promotion ran for a period of 10 weeks.

The promotional prize was new type of skateboard we invented.

Skaters sent in images to prove they were hard enough to deserve one of these new boards.

We used this prize to directly recruit the ten hardest skaters in the country. Narrowing it down from over 200,000 to these final 10.

These top skaters then directly promoted the brand by interacting with the board.

The media team worked with a specialist production company to create these new boards. Social posts, a launch film, and content partnerships built anticipation and excitement for the skateboards. Then our audience had to send in pictures and videos to prove they could skate hard enough to deserve one. This audition process gave us content and found us the 10 hardest skaters in the country – narrowing it down from over 200,000. The boards are a new use of media - used by these key influencers to spread our message for us.

Key influencer recruitment results: The 10 week campaign narrowed it down from over 200,000 to our final 10.

Online results: 22,219 likes (over 25 times more than any previous social campaign.)

Zero negative sentiment online (unheard of within this group.)

Brand preference: Up 4%.

We have since received a patent for our Hidden Graphics Skateboards and are in talks with a global skate board brand negotiating a roll out.