Activision Tony Hawk’s Skateboarding launch campaign

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Integrated launch campaign for Activision and Tony Hawk’s Skateboarding.

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Activision had developed coding for a new PlayStation game that it wanted to bring to market. An in-depth knowledge of popular youth culture gave Activision the confidence to realise that this was a credible mass market game, rather than the niche product as briefed.

Our challenge was to build and maximise awareness of the new game among the UK skateboarding community, to ensure it was the game’s credibility that drove interest in it and to clearly differentiate Tony Hawk’s Skateboarding from all other less inspiring competing titles.

With endorsement from the world’s biggest name in skateboarding, the creative approach developed centred around following a sequence from one of the most difficult tricks in the game.

It took two days of shooting to capture the trick detail and several other highly technical trick names were also included within the campaign to reinforce the credibility of Tony Hawk’s Skateboarding.

By using a uniquely dark and stylish layout, an instantly recognisable identity was created and implemented across all consumer touch points in magazine adverts, PoP, support material, banners, press packs, merchandising and a VIP preview party at Scala, London.

Tony Hawk’s Skateboarding set the benchmark for all subsequent skateboarding/ freesports games titles. It delivered phenomenal success for Activision, with sales far exceeding the company’s expectations with over 250,000 units sold in the first year alone.

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