To highlight the originality of X Games and its athletes, we created the event’s arch-nemesis, a low-rent Dr. Doom style character named Darkmane who operates his own cable access show in the hopes of enlisting recruits to “Foil The X Games.”On air, broadcasts from Darkmane TV interrupted ESPN programming and featured rants from our super villain about X Games athletes, who he identified as rule breakers and enemies of conformity. The TV and print drove to Darkmane’s MySpace page, where we enlisted recruits to test out anti-originality super weapons in the form of addictive online games. Viewers who were registered through the MySpace page and partner sites featuring online-only Darkmane TV broadcasts were delivered tune-in messaging closer to the event. This led to a significant boost in ratings and made the event the most-watched X Games ever.
foilthexgames.com
Broadcast: Meet Darkmane
Brian Deegan
Shaun White
Travis Pastrana
Jake Brown
Print:
Out Of Home: Darkmane Decrees on Posters
Online: foilthexgames.com
Games: Catapulta-Ramp
The Bored Sword
Destructo-Boots
Web Video: Clicking
I Have A Voice
Event:
ESPN: X Games 14
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