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The story of X Games began in 1993 when ESPN put a team together to create nike free an extreme sport to use it sport athletes. in the first place called Extreme Sports before being changed to X Games, It function is to not only be a sport, But to be a type of the way of life. the ultimate sport lifestyle was mainly to target Members of Generation Y, Those born linking 1979 and 1994, Consists of 58 million extreme sports enthusiasts and are the action sports market end user (Grady, 2006). X Games has grown and developed to be a well known sporting event around the u. s. The fast growing interest from fans are allowing advertisers expand their advertising arena by putting their brands in the X Games competitions,/p>
when watching an X Games event, consequently snowboard, skateboarding,[link widoczny dla zalogowanych], continuous motor cross, and monster truck, Viewers initial reaction are jaw dropping below, "How did he try this, clothing ooohs and ahhs, you can see the countless advertisements throughout an X Games event. marketers place their brands on ramps, planks,[link widoczny dla zalogowanych], lids, And X games athletes wear uniforms while brands on it. the advantages of advertising with X Games is that your giving your brand the opportunity to be apart of a life style. X Games fans embrace the habits and pursuits of X Game athletes. BBDO online advertising Agency launched their "the actual Dew" Theme business, Which feature young men who adore extreme sports, Skating around doing extreme stunts while drinking a pile Dew beverage. Young Teens recognize that the sport that they follow is advertising Mountain Dew and will embrace the idea that Mountain Dew should be part of their life style because it is part of X Games,/p>
X Games is not a year around sport and when it does come around it doesn't last very long. The month long event is full of nothing but non stop contests and freestyles. X Games comes in the winter in jan and Summer X Games comes in the month of August. will also, the target audience of X Games ranges from ages 1834 males. Advertising in X Games automatically eliminates the female sex because the majority of X Games fans are males. The potential audience are the that are not afraid to cut their knees up while trying a new trick that they just saw Tony Hawk do on television. These 1834 year old these are not the average consumers. X Games enthusiast pride on their own expressing their lifestyle on how they dress, including the branding of clothing they wear. A lot of products or brands will not appeal to the crowd of X Games. There are many brands that are appealing to the majority of consumers almost like nike. The fact is that X Games fans are not drawn to nike products,/p>
Whenever you are promoting in anytype of campaign one of your main focuses is the reach and frequency of your marketing. Media planners use reach to set their objective for the total amount of people to the advertisements (Hairong, 6). Since X Games only comes twice a year and for a shorter time of most sports, The reach of advertising campaigns would be relatively high. The crowd is large as well, Which gives advertisers a higher possibility have their advertisements exposed. besides, The amount of people which attend X Games events are rather large as well. In 2000 for the winter X Games, there was a record of 83,500 at attendence with regard to that debut of Winter X Games. to be able to Extreme Sports Network, In the 2008 Winter X games clearly there was record breaking of 863,00 homes were vewing the Winter X games on their tvs. Not only is the reach high for X Games but so is the regularity. With the endless amount of sponsors and message on boards, headgear, ramps, models, Consumers usually see advertisments more than once at each viewing. Every levels of competition are sponsored by a brand and that brand will show up numerous times in commercials, Clothes worn by athletes and the web template will be used by the athletes,/p>
For most entrepreneurs, It is simpler to work out where and how to advertise. single purpose difficult things for advertisers to choose is when is the right time to advertise. There are various types of techniques that advertisers will use to benefit their product. The three types of scheduling frequently used by advetisers are continuity, travel, And pulse scheduling. Continuity appointment scheduling spreads media spending evenly across months. Flight scheduling alternates pr and advertising across months, With heavy business promoting in certain months and no for advertising in all other months. Pulse reserving combines the first two scheduling methods, so your brand maintains a low level of advertising across all months but spends more in selected months (Hairong, 16). The method that is appropriate for advertising X Games would be Flight scheduling. The reason this kind of fits with X Games is becuause X Game events only happen two months out of the year. The backbone of X Games advertising is during the competitions because advertisments are everywhere. for that reason, It is beneficial for advertisers to put a substantial amount of advertisements throughout X Games because you have so many competitors,/p>
The impact of X Games for marketing is a lot bigger then people may think. X Games fans are mainly consumers that actually do X Game sports themselves. X Games fans are easily influenced by the items that are being advertised or used by the professional X Game athletes. Giving your brand the option to become apart of the extreme sport life style can result into may benefits for the product that is being advertised. throughout 2000, Heinz's Bagel gnaws, that was orginally marketed to only moms, Changed its strategy to target tweens and signed on as a sponsor for ESPN's 2000 Winter X Games and the intake of the product grew 26% in consumption in eight weeks following those games (Cleland, 22). Every team or athlete will receive a sponsor for the X Game event. Whatever sponsor they get they will use their product throughout nike air max competition. If a player is sponsored by Red Bull, The athlete will have to drink Red Bull ahead of the camera,/p>
This will impact the consumers that are watching a common X Game athlete drink a Red Bull. The next time that viewer goes to the store and has to select from a Red Bull and Monster Energy drink, sure to find that consumer will pick the Red Bull,/p>
One of the first things you consider when creating a media plan is who is going to be your target audience. You narrow down your target audience by defining your demographics and psychographics. in order to Extreme Sports Network, The marketplace for X Games are males from ages 1834 with the average household income of $58,126 (Paussa, ND). from general observations, I observed that the psychographics of the audience are people that believe participating in a X Game sport is a life style and go to town through the extreme sport they play. Most extreme sports have a higher chance of being injured so these consumers have a open mind on things on many chats,/p>
With all the promotions on snowboards, skateboards, motor cycles, Consumers respond with interest and desire from these kinds of media. The X Games audience recognize the life style these extreme athletes live by what they drink, don, And types of equipment they have. Seeing Sean White drink a Monster Energy drink will give those fans the desire to buy that drink next time they are at the store. Mountain Dew has also made its way into marketing into these kinds of audience. Director of Sports web marketing at Omincom's OMD, Tom McGovern shows, "Implementing Mountain Dew into X Games was an opportunity to take all things throughout every season and have culminating celebration of these athletes and lifestyles" (Cleland, 2). Consumers will automatically gain interest in the product of Mountain Dew because it is advertised throughout X Games and most likely sponsored to one of their best X Game athletes,/p>
The Martin product recognition campaigns Agecny and BBDO promoting and marketing Agency are both the two main agencies that support the X Games. In 2008 The Martin Advertising Agency launched an industrial called "connect Him Down, The ads keep away from archival footage and try a somewhat unexpected trajectory. Drawing model from Airplanetype spoof movies, The action kjoji in an airport tower,[link widoczny dla zalogowanych], Suggesting that the athletes' aerial acrobatics are so intense they need traffic controllers to guide the maneuvers (Gianatasio, 2009). One of the renowned advertising agencies in the world, BBDO, Also launched a campaign with Mountain Dew for a bitterly cold winter X Games. The mercantile was called the unstoppables,/p>
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