A creative campaign to maintain fan engagement outside of competition
FISE requested a creative campaign to maintain brand interest and fan engagement outside of the FISE World Series. The campaign had to be delivered across social media, and attract interest from endemic sponsors.
REDTORCH delivered a user-generated content (UGC) campaign that required professional and amateur athletes to share videos of the best line (a series of tricks) they could do in under 21 seconds.
The videos were shared on social media using the hashtag #21seconds. Riders and athletes became the content creators and heroes of the campaign.
Authenticity is a number one priority for the action sports community. REDTORCH placement of G-SHOCK at the heart of the #21seconds conversation was not overelaborate and subsequently delivered brand association with something the action sports community is passionate about.
A panel of judges, selected by FISE, nominated a male and female video entry to take through to a public vote, hosted on the FISE website.