Started in 1995 Gold Standard in action sports world 18 and younger viewers considered as their Own Olympics Global Championships from 2003

Introduction

More than 65 events attended by more than 2.5 million fans Brand Extensions in consumer products and home

entertainment Target Group: 18-34 years Viewership across 3 networks that carried coverage of the

event-ABC Sports, ESPN, and ESPN2

Started in 1997 Scheduled at Austin in

2016 Month of January or

February ski slopestyle, ski

superpose, Skiing, Snowboarding, Snowmobiling

Started in 1995 Scheduled at Aspen

Colorado in 2016 Month of August

X Games 17 - 2011

BMX: Big Air, Freestyle Vert,

Park, Street

MOTO X: Best Trick, Best Whip, Enduro X (Men’s and Women’s),

Freestyle, Racing (women’s),

Speed & style, Step Up

SKATE BOARD: Big Air, Game of SK8, Park, Real Street, Street

(Men’s & Women’s), Vert

RALLY: Rally Car Racing,

RallyCross

MAJOR MARKETING COMMUNICATION OPTIONS

Advertising & Promotion

Interactive Marketing

Events & Experiences

Mobile Marketing

Advertisement (Flight Scheduling)

RadioTelevision

Print Direct Response

Place

PlaceBillboards &

Posters

Movies, Airlines,

Lounges & other places

Product Placement

Point of Purchase

Posters

Billboards

Promotions

Consumer Promotions Trade Promotions

Interactive Marketing

Social Media

Online Ads & Videos

Web Sites

Events & Experiences• Choosing Sponsorship Opportunities• Designing Sponsorship Programs• Measuring Sponsorship Activities

REPREVE: Turning xgames into Greener

Official Sponsors

Television Spots Print Collateral Digital Advertising Radio Campaigns On-site Activations Competition course

signage

Event Sponsors

Television Spots Print Collateral Online Advertising On-site Activations On-site TV Displays Competition course

signage

Mobile Marketing• Tracking users through mobile apps• Opt-In advertising: Users allow advertisers to

use specific, individual information about time, location and shopping preferences• Geotargeting: Send messages to consumers

based on their location and activities they are engaged in• Mostly used as for mobile engagement

Brand Amplifiers

Public Relations Publicity Word of

Mouth

Xgames.espn.com

Social Media Videos of sportsmen doing

stunts Details of end-to-end activities

of all events

SummaryXg

amesIntroduction

Xgam

esMajor Marketing Communication Options Xg

amesBrand

Amplifiers

Xgam

esDigital and Social Media

Disclaimer

Created by

Prof. Sameer Mathur, IIM Lucknow

during

taught by M. Chaitanya Vihari, IIM Lucknow