For a repeat appearance at X Games, Repreve wanted to amp it up with a singular event: turning the Superpipe green. For one night only, recycled fiber beanies were given away to attendees. The X Games sponsorship and a social media contest ensured the excitement extended beyond the one-night event.
Recycling partners: Whole-Brained arranged a sponsorship deal with ESPN that made Repreve proud recycling partner of X Games Aspen; Elena Hight, professional snowboarder, teamed with Repreve in a yearlong relationship to help spread the word.
Super ingredient: Shot in the Superpipe, this TV spot strongly emphasized the power of Repreve to turn products green.
Green apparel: Whole-Brained designed the souvenir beanie and t-shirts sold at the X Games and online.
Buzz kit: Direct customers received a green beanie in the mail with an invitation to watch the broadcast and join the movement.
Environmentality tent banner: Repreve shared a booth with ESPN, promoting its X Games activities to a wide audience.
Turning it green, part 2: In addition to turning the Superpipe green, Repreve provided recycled fiber to ESPN for onsite banners, lanyards, and souvenir apparel.
Jumbotron video: To motivate X Games attendees to help turn the Superpipe green, this unique call to action, shown on-site during competition, built awareness and interest for the upcoming event.
Wear what you believe: Elena Hight, brand ambassador and top snowboard contender, competed in Repreve green.
#TurnItGreen: Before the Games, influencer marketing and a one-month social media contest built engagement with a cash prize for the top post.
Post-X Games video: This recap is used by the sales force to help retail and manufacturing customers feel the excitement and witness the growing relevance of the brand.
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