Tony Hawk’s Pro Skater
20th Anniversary Series Awareness
Market: United States
Tony Hawk's Pro Skater inspired a generation of gamers to start skating in real life. But how can you inspire a new generation of skaters to start playing the game? To promote the remaster of the series after its 20th anniversary, we decided to reward skaters by mixing the real world and the virtual world.
The more you skate and slide, the more you scratch your board. We tapped into this insight and created limited-edition decks inspired by lottery scratchcards. The boards had everything a scratchcard should have: metallic colors, lucky charm symbols, good-luck sayings, and hidden prizes.
Case Study - Scratchboards.
Film.
We launched an online film starring Tony Hawk, and fans shared it on Twitter or Instagram for the chance to win their own Scratchboard. Only a few hours after the launch, more than 8,000 skaters had pre-ordered their Scratch Boards on social media. Legendary pro skaters rode the Scratchboards. The idea was shared by advertising, gaming, and skateboarding media outlets from all over the world, and we saw an increase of 90% in digital sales for Tony Hawk's Pro Skater
Skateboards.
