DC King of New York
Client
DC Shoes
Project Date
2007
Category
With the tremendous success of the DC Aus Tour online activation, DC sought help to develop the digital strategy for the global amateur skateboarding content “DC King of… ”
The “DC King of… ” property comprised of 3 events across the globe: New York, Los Angeles and Barcelona. The aim was to discover the next amateur skate talent in each capital city and reinforce DC’s place in skate culture at a grass roots level.
An interactive blog based website was developed to promote the event. The blog was a key communication piece, allowing the skate team to post daily updates on tour whilst giving the fans an insight into tour life..
An online competition component was launched giving away signed tour apparel with over 20,000 users entering online. In addition, the site included team bios, videos, event photos and product information.
After each of the events, 20min video podcast summaries were posted on the “DC King of ” website with each episode averaging over 500,000 downloads in the first week of the launch
