THANK YOU FOR SUPPORTING THE 2014 TRANSWORLD SKATEBOARDING COME UP TOUR PRESENTED BY ETNIES DATES & LOCATIONS 04.05 Sacramento, CA 04.12 Austin, TX 04.19 Minneapolis, MN 04.26 Portland, OR 05.03 Phoenix, AZ 05.10 New York, NY
FTC/Hangar No Comply/House Park Familia Cal’s Pharmacy/Windells Cowtown/Peoria KCDC/L.E.S.
ATTENDANCE: 1,000 over six stops OVERALL IMPRESSIONS Print Advertising Impressions: Online Advertising Impressions: Print Promotional Impressions: Social Media Impressions: Microsite Impressions: Public Relations Impressions: Online Editorial Impressions: Print Editorial Impressions: Video Syndication Impressions: On-Site Impressions:
TOTAL ESTIMATED IMPRESSIONS:
525,000 923,376 660 26,938,000 19,781 85,100 68,897 1,575,000 41,350 379,927
30,227,091
EVENT OVERVIEW: In this six stop national series, skaters competed in open jam sessions. The goal was to create a way more relaxed atmosphere compared to the average points-oriented jock fest. The session itself was emphasized, rather than the end result. The top three from each stop received huge prizes from our sponsors and a special prize pack went out to each stop’s Prime C.U.T. winner; the skater who didn’t quite make the podium, but was rewarded for overall steeze. The winners from each stop submitted videos that were posted to the TWS site, where users voted for the overall TWS Come Up Tour winner. Congratulations to Tristen Moss, this year’s C.U.T. winner, who scored a Check Out in the magazine and a chance to be seen by the entire world of skateboarding.
2014 COME UP TOUR WINNERS 04.05 SACRAMENTO, CA tristen moss jerry gurney brent bell 04.12 AUSTIN, TX justin williamson colton swim carsten boyer 04.19 MINNEAPOLIS, MN ricky nunn corey millett tanner vanvark 04.26 PORTLAND, OR ben campbell ben sauer quinn hofman 05.03 PHOENIX, AZ rayce davis daniel villa jalen noel 05.10 NEW YORK, NY keith hardy jake keenan alberto olivier 2014 COME UP TOUR WINNER tristen moss (pictured right)
P R I N T A DV E RT I S I N G
PRINT ADVERTISING TOTAL IMPRESSIONS: 525,000* TOTAL VALUE: $8,813 The Come Up Tour was advertised in a co-branded print ad for all of the TransWorld SKATEboarding readership to see. Issue: May 2014 Size: 1P/4C On-Sale: 04.11.14 Total Impressions: 525,000* * Total impressions based on a circulation of 75,000 x pass-along rate of 7 readers other than the original recipient.
ONLINE ADVERTISING TOTAL IMPRESSIONS: 923,376 TOTAL VALUE: $18,467.52 The 2014 TransWorld SKATEboarding Come Up Tour was advertised on skateboarding.com from March 3, 2014 until present. S KATEBOAR DI NG.CO M Sizes: 300x250, 728x90, 1565x700 Flight Dates: 03.03.14 - Present Impressions: 923,376
PRINT PROMOTION TOTAL IMPRESSIONS: 660 TransWorld SKATEboarding created and printed posters and flyers specific to each Come Up Tour stop. These posters and flyers were then sent to each stop’s partner skate shop for distribution and display. DETAIL S : • 600 promotional, co-branded Come Up Tour flyers distributed to partner skate shops • 60 promotional, co-branded Come Up Tour posters distributed and placed inside partner skate shops
2 0 14 T W S K ATE
COME UP TOUR 6 S E S S I O N S O P E N TO A L L A P R I L - M AY / U S A
04.19 M I N N E A P O L I S, M N FA M I L I A
0 5 . 10 N E W YO R K , NY KC D C / L . E. S.
0 4 .2 6 PORTLAND, OR CALS PHARMACY/ WINDELLS
0 4 .0 5 S A C R A M E NT O , C A F TC / H A N G A R 0 5 .0 3 P H O E N IX , A Z C OWTOWN / PE O R IA
0 4 . 12 A U ST I N, T X N O C O M P LY / H O U S E PA R K
T H E B E ST V I D E O PA R T W I L L G E T A C H E C K O U T I N T H E M A G A Z I N E.
SOCIAL MEDIA TOTAL POTENTIAL IMPRESSIONS: 26,938,000* Facebook, Twitter, and Instagram were utilized by TransWorld SKATEboarding to create buzz about each of the Come Up Tour contests. The hashtag #TWSCUT made it easy for skaters, spectators, and sponsors to share their Come Up Tour experiences with each other and the world. TransWorld SKATEboarding was also proactive in tagging sponsors in their social posts. Total TWS Twitter Posts: 2 Total TWS Facebook Posts: 20 Total TWS Instagram Posts: 31 TransWorld SKATEboarding Impressions: 26,938,000* * Come Up Tour potential impressions based off of number of posts x total number of followers
TWS TWEET
C.U.T. INSTAGRAM POSTS
TWS FACEBOOK POST
MICROSITE TOTAL IMPRESSIONS: 19,781 TOTAL VALUE: $20,000 A dedicated event microsite, www.skateboarding.com/2014-tws-come-up-tour, featured a landing page with online event registration, information, videos, photos, wrap-up’s and results. Flight Dates: 03.03.14 - Present Total Unique Page Views: 16,555 MICRO S IT E F E AT U R E S : • • • • • • • •
Event Dates and Location Information Park Previews Online Registration Highlight Photos Contest Videos #TWSCUT Instagram Widget Sponsor Logos and Links SOV of 728x90 ad location distributed amongst participating C.U.T. sponsors
PUBLIC RELATIONS TOTAL IMPRESSIONS: 85,100 TOTAL RELEASES: 3 The Come Up Tour further leveraged TransWorld SKATEboarding and KHPR media assets with their regional/national media outlets. DISTRI BU T I O N: TransWorld SKATEboarding Press Release: 2,900 TransWorld SKATEboarding Consumer E-newsletter: 41,000 KHPR: 200 DETAIL S : • Press Release: Come Up Tour Announcement - 04.03.14 • Custom Consumer E-newsletter: Come Up Tour Registration Reminder - 04.03.14 • Consumer E-newsletter: Come Up Tour Portland Wrap Up - 04.29.14
ONLINE EDITORIAL TOTAL COME UP TOUR ONLINE EDITORIAL PIECES: 17 TOTAL IMPRESSIONS: 68,897 The Come Up Tour received extensive online coverage. TransWorld SKATEboarding was particularly active in creating online editorial about the C.U.T. The Come Up Tour online editorial content received 68,897 views, including 20,884 views from C.U.T. videos posted to the site. All posts from TWS editorial staff were featured on the skateboarding.com homepage from April 5, 2014 - July 1, 2014. During that time period, the TransWorld SKATEboarding homepage received 707,417 visits.
P R I N T E D I TO R I A L
PRINT EDITORIAL TOTAL COME UP TOUR PRINT EDITORIAL PIECES: 3 TOTAL IMPRESSIONS: 1,575,000* Issue: June 2014 Section: Best & Worst of the Month On-Sale: 05.09.14 Total Impressions: 525,000* Issue: July 2014 Section: The Wire On-Sale: 06.06.14 Total Impressions: 525,000* Issue: August 2014 Section: Best & Worst of the Month On-Sale: 07.04.14 Total Impressions: 525,000* C.U.T. winner Tristen Moss received a Check Out in the September 2014 issue of TransWorld SKATEboarding. * Total impressions based on a circulation of 75,000 x pass-along rate of 7 readers other than the original recipient.
jerry hsu, switch frontside crooked grind. T R A N S WO R L D S KAT E B OA R D I N G / V.3 2 / J U N E 2 0 1 4
FOU RSTAR OZ / C H AMI’ S N E W Z E AL AN D / 5 BORO BEASTS / C REATURE D OWN UN D ER
JUNE 2014 / T W SKAT E . CO M
4/1/14 12:37 PM SKBP-140600-Ci1.indd 1
TRAN SWORL D SKATEBOARD IN G / V.32 / JULY 2014
THE AM ISSUE / TRANSMISSIONS FROM THE FUTURE
JULY / 2014 TWSKATE.COM
4/28/14 3:01 PM
SKBP-140700-Ci1.indd 1
lee yankou, frontside ceiling bash
TRANSWO RLD SKATEBOARDING / V.32 / AU GU ST 2014
LEE YANKOU / PALACE LA / LEVI ’S BO LI VI A / I MP ER I A L MOT I ON N O RT HW E ST
PALACE LA / LEVI’S BOLIVIA SKATEPARK BUILD / IMPERIAL MOTION NORTHWEST
/ august / 2014
TWSKATE.COM
5/27/14 5:17 PM
SKBP-140800-Ci1.indd 1
/ CREATURE DOWN UNDER F O U R S TA R O Z / C H A M I ’ S N E W Z E A L A N D / 5 B O R O B E A ST S
pg. 56
V I D EO SY N D I C AT I O N
VIDEO SYNDICATION TOTAL VIDEOS POSTED TO SYNDICATION CHANNELS: 7 TOTAL IMPRESSIONS: 41,350 TransWorld SKATEboarding has the unique opportunity to post and share video through multiple video players such as YouTube and Daily Motion. Sponsor logo pre-rolls were included in all Come Up Tour wrap up videos. DETAIL S : • Come Up Tour video views on YouTube: 41,241 • Come Up Tour video views on Daily Motion: 109
TRANSWORLD VIDEO PLAYER
YOUTUBE VIDEO SYNDICATION
ART OF BOARD ON-SITE BRANDING TOTAL ESTIMATED ON-SITE IMPRESSIONS: 13,466 Art of Board planted a strong on-site footprint during this year’s Come Up Tour. The Art of Board logo appeared on all marketing collateral, including flyers, posters, and banners. In addition, the top winner from each stop received a custom Art of Board recycled skate deck trophy! Keep reading for the full onsite marketing list.
CO-BRANDED MARKETING:
ART OF BOARD BRAND MARKETING:
• 5 C.U.T. event banners hung at each stop • Step & repeat backdrop for podium photos and video • 600 C.U.T. flyers distributed to partner shops • 60 C.U.T. posters distributed to partner shops
• Banners hung at each stop • Skate deck trophies given to winner of each stop • Art of Board product included in top three and Prime C.U.T. prize packs • Art of Board prizing given out in product toss • 728x90 ROS banner on C.U.T. microsite
ART OF BOARD TROPHY
ART OF BOARD LOGO INCLUDED ON STEP & REPEAT