Nike SB Add a Trick
In summer 2016, fine lines rolled out the Nike SB #addatrick Challenge, a promotional campaign for the brand’s summer collection in cooperation with retail partner Skatedeluxe over the course of several weeks in Germany and France.
The corner stone of the campaign consisted of a photo and video shoot of the Nike SB summer collection with SB athletes Denny Pham and Matt Débauché in Bordeaux, France. The “Add a Trick” micro-site at skatedeluxe.de provided the focal point of the campaign by directly linking the core skate video edit and look book photos of featured Nike SB products with their online listings in the web store.
The micro-site also hosted the campaign’s digital fan participation element: At weekly intervals, Denny and Matt showcased Instagram video clips from Bordeaux with tricks for participants to copy while adding one trick of their own. All participants had the chance to win weekly Nike SB product prizes as well as a shot at the grand prize for two people at the end of the seven-week challenge: An all expenses-paid trip to the Nike SB European Series event in Paris, France.
fine lines was responsible for:
x Idea & concept, planning, organization and execution
x PR & end-to-end planning and implementation of on-site media production in Bordeaux
x Development and design of the “Add a Trick” micro-site in cooperation with Skatedeluxe
x Creation of project artwork
x Social media connection
x Challenge implementation & winner selection
x Riders management of winners