E V E N T
S U M M A R Y
1
2014 SURFER POLL
P R I N T
A D V E R T I S I N G
O V E R V I E W
John Florence
EVENT INFORMATION • Date: December 6th, 2014 • Location: Turtle Bay Resort, North Shore, Oahu, Hawaii • Attendance: 1,000 IMPRESSIONS • • • • • • •
Total Impressions: 28,118,304 Print Advertising: 2,860,000 Print Editorial: 715,015 Online Advertising: 2,701,824 Microsite: 259,817 Broadcast: 40,817 Video Content: 244,311
• • • • •
Potential Social: 17,189,965 Online Editorial: 56,956 Public Relations: 1,058,599 Time Warner Cable: 2,990,000 On site: 1,000
2014 RESULTS: Mens:
Womens:
1. John Florence 2. Kelly Slater 3. Gabriel Medina 4. Mick Fanning 5. Jordy Smith 6. Dane Reynolds 7. Joel Parkinson 8. Julian Wilson 9. Kolohe Andino 10. Taj Burrow
1. Stephanie Gilmore 2. Sally Fitzgibbons 3. Carissa Moore 4. Coco Ho 5. Alana Blanchard
• • • • • • • • • • •
Agent of Change: Sustainable Surf Best Barrel: Koa Smith Best Maneuver: Kelly Slater, Tour Notes Worst Wipeout: Myron Porter Heavy Water: Grant “Twiggy” Baker GoPro Hero Award: Mana Medeiros Best Short: Cheese II Best Documentary: Thundercloud A.I. Breakthrough Performer: Noa Deane Best Performance: Albee Layer Movie of the Year: Strange Rumblings In Shangri La
1 3
Gabriel Medina
A D V E R T I S I N G In the three month period leading up to the 2014 Surfer Poll Awards a two-phase advertising campaign ran in print and online. Phase one of the campaign was voting promotion and phase two was live broadcast promotion. Both phases of the campaign focused on event awareness and hype. The campaign appeared in print in four issues of SURFER Magazine and it was represented online in full page takeovers and banner advertisements.
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2014 SURFER POLL
P R I N T
A D V E R T I S I N G
TOTAL IMPRESSIONS: 2,860,060 TOTAL VALUE: $85,806 Issue: October, 55.10 Creative: Voting Promotion Size: 1P/4C On-Sale: 8.22.14 Total impressions: 715,015*
Issue: December, 55.12 Creative: Voting Promotion Size: 2P/4C On-Sale: 10.10.14 Total impressions: 715,015*
Issue: November, 55.11 Creative: Voting Promotion Size: 1P/4C On-Sale: 9.19.14 Total impressions: 715,015*
Issue: January, 56.1 Creative: Webcast Promotion Size: 2P/4C On-Sale: 11.21.14 Total impressions:715,015*
*Total impressions based on a circulation of 102,145 x a pass-along rate of 6 readers other than the original recipient
December | Surfer
V O T I N G O C T O B E R
B E G I N S 1 , 2 0 1 4
SURFERPOLL.COM
# S U R F E R P O L L
Featured in December | Surfer
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2014 SURFER POLL
O N L I N E
A D V E R T I S I N G :
V O T E
John Florence & Kelly Slater
TOTAL IMPRESSIONS: 1,981,108 TOTAL VALUE: $19,811 Surfermag.com
Grindtv.com/SURF
Size: 160x600, 728x90, 300x250 Flight dates: 10.1.14 - 10.31.14 Total impressions: 359,776
Size: 160x600, 728x90, 300x250 Flight dates: 10.1.14 - 10.31.14 Total impressions: 278,733
Size: takeover Flight dates: 10.3.14 - 10.5.14, 10.21.1410.22.14, 10.30.14 - 10.31.14 Total impressions: 596,820
Size: takeover Flight dates: 10.1.14 - 10.2.14, 10.30.14 - 10.31.14 Total impressions: 745,779
*Total impressions as of 12.12.14
Vote Now takeover on Surfermag.com
EX 300x250 Vote Now ad unit
EX 160x600 Vote Now ad unit
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2014 SURFER POLL
A D V E R T I S I N G :
T U N E - I N
Dion Aguis and noa Deane
O N L I N E
TOTAL IMPRESSIONS: 720,716 TOTAL VALUE: $7,207 Surfermag.com
Grindtv.com/SURF
Size: 160x600, 728x90, 300x250 Flight dates: 11.21.14 - 12.6.14 Total impressions: 279,840
Size: 160x600, 728x90, 300x250 Flight dates: 11.21.14 - 12.6.14 Total impressions: 243,013
Size: takeover Flight dates: 12.5.14 - 12.6.14 Total impressions: 172,552
Size: takeover Flight dates: 12.5.14 - 12.6.14 Total impressions: 25,311
*Total impressions as of 12.12.14
Tune in page takeover on Surfermag.com
Tune in page takeover on GrindTV.com/SURF
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M I C R O S I T E A dedicated event microsite, Surferpoll.com, on Surfermag.com provided a landing page, live broadcast player, voting, video, photo, archived content, and general information about Surfer Poll 2014. Surferpoll. com went through three phases: a pre-event phase featuring a voting module, 2014 event info and archival content, a live phase focused on the live stream of the event, and a post event phase featuring video of the show on demand and event coverage.
Joel Parkinson
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2014 SURFER POLL
M I C R O S I T E
Gerry Lopez & Mark Occhilupo
TOTAL IMPRESSIONS: 259,817 Location: SurferPoll.com Period: 10.1.14 - current Unique pageviews: 207,565 Microsite Features: • Three phase microsite: pre-event/ voting, live broadcast and post event / coverage • Voting module for reader poll (10.1.14 10.31.14) • Worst wipeout videos and voting module • Live webcast (12.6.14) • Show broadcast on demand (12.6.14 - current) • Red carpet photos *Total impressions as of 12.15.14
• • • • • • • •
Winner’s gallery #Surferpoll Instagram feed Music from the night music player Video of the presentation and acceptance of each award Surfer Poll photos and news Archival content Sponsor ad units Constant hyperlinked sponsor logos
SurferPoll.com homepage during the voting phase of the event microsite
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2014 SURFER POLL
M E T R I C S
Kolohe Andino
TOTAL IMPRESSIONS: 259,817 Location: SurferPoll.com Period: 10.1.14 - current Unique pageviews: 207,565 Average time on page: 00:02:25
*Total impressions as of 12.15.14
P A G E
V I E W S
%
O F
T O T A L
H o me
170,766
66%
2014 Winners
2 2,355
8.7%
2 0 1 4 re d ca rp et g al l e r y
1 5,010
5.7%
S ur f e r p o l l vi d eo s
9,601
3.7%
Vo te
8,442
3.2%
Vo ti n g o pe n
5,252
2%
P a s t w i n ner s
3,849
1.4%
S o u n d tr ac k
3,761
1.4%
S a n u k g i veaway
1,994
.7%
About
1,050
.4%
Other
1 7,737
6.8%
T O T A L
2 5 9 , 9 1 7
1 0 0 %
Top 10 most viewed Surfer Poll pages
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S O C I A L Starting in September, Facebook, Instagram and Twitter were used by SURFER to create buzz about the 2014 Surfer Poll Awards and to promote Surfer Poll voting. The hashtag #Surferpoll made it easy for athletes, fans and the surf industry to share their Surfer Poll experiences socially. Many athletes used social media to promote themselves in order to gain additional votes. SURFER alone generated more than 17 million impressions socially.
Noa Deane
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2014 SURFER POLL
S O C I A L
Alessa Cuizon, Laura Enever, Coco Ho & friends
TOTAL IMPRESSIONS: 17,189,965 TOTAL POSTS: 2,399 SURFER MAGAZINE Total Impressions: 8,262,000 Twitter posts: 53 Facebook posts: 30 Instagram posts: 19
GRIND TV SURF Total Impressions: 134,528 Twitter posts: 3 Facebook posts: 2
TRANSWORLD SURF Total Impressions: 2,747,682 Facebook posts: 6
#SURFERPOLL Instagram impressions: More than 6,045,755 Instagram: 1,874 Twitter: 412
@surfer_magazine Instagram post
@surfer_magazine Instagram post
#surferpoll on Instagram
@GrindTVSURF Tweet
@SURFER_Magazine Tweet
Transworld Surf Facebook post
@SURFER_Magazine Tweet
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2014 SURFER POLL
G I V E A W A Y
Josh Kerr, Bede Durbidge and Family
As a voting incentive for the 2014 Surfer Poll Awards sponsors provided an amazing prize pack awarded to four lucky voters at the end of the voting period. Included in the prize pack was product from GoPro, Martin & Co., New Era, Bird Dog Whiskey and Turtle Bay. Prize pack contents: • XLM Little Martin Guitar • GoPro Hero3+ • New Era x SURFER Poll hat • Bird Dog Whiskey party pack • Two- night stay at Turtle Bay Resort
@surfer_magazine Instagram post promoting the giveaway
SURFER Facebook post promoting the giveaway
Press release announcing voting giveaway
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Kolohe Andino
E D I T O R I A L Surfer Poll 2014 received extensive online coverage before, during, and after the event. SURFER Magazine was particularly active in creating online editorial about the show. SURFER Magazine’s website featured photos, videos and news about the 2014 event. Surfer Poll was represented in print in the February 2015 issue of SURFER.
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2014 SURFER POLL
S U R F E R M A G . C O M
Albee Layer
TOTAL IMPRESSIONS: 56,956 TOTAL EDITORIAL PIECES: 8 SurferMag.com • • • • • • • •
2014 Surfer Poll Winners Gallery 2014 Surfer Poll Results Surfer Poll Soundtrack 2014 Surfer Poll Nominees Let Sanuk send you to Surfer Poll Vote Now for Surfer Poll 2014 Watch 2014 Surfer Poll 2014 Surfer Poll highlight photo gallery
E D I T O R I A L
EX SURFER editorial coverage of Surfer Poll 2014
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2014 SURFER POLL
1 2
3
SurferMag.com
GrindTV.com/SURF
O N L I N E
E D I T O R I A L
F L O W
STEP 1 • Live Surfer Poll broadcast launched from SurferPoll.com STEP 2 • Original content and coverage on Surfer Magazine’s website pushed users back to the Surfer Poll broadcast, Surfer Poll on-demand and the Surfer Poll microsite STEP 3 • Content was picked up and distributed by TEN’s websites STEP 4 • TEN’s web partners and other online media outlets covered Surfer Poll extensively
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StabMag.com
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2014 SURFER POLL
S U R F E R
P R I N T
E D I T O R I A L
Kaipo Guerrero & Dave Wassel
TOTAL IMPRESSIONS: 715,015* Surfer’s February 2015 issue featured coverage of the 2014 Surfer Poll Awards. Editorial included full results, photo spreads, interviews and editorial pieces surrounding the winners of the 2014 event.
Photo by Zimmerman
Editorial
2014 Surfer Poll Results 01 02 03 04 05 06 07 08 09 10
Men John Florence Kelly Slater Gabriel Medina Mick Fanning Jordy Smith Dane Reynolds Joel Parkinson Julian Wilson Kolohe Andino Taj Burrow
01 02 03 04 05
Women Stephanie Gilmore Sally Fitzgibbons Carissa Moore Coco Ho Alana Blanchard
Movie of the Year Strange Rumblings in Shangri La Joe G. (Director) Best Performance Albee Layer Attractive Distractions
A New Number One Last year, John Florence came within a couple hundred votes of unseating Kelly Slater and becoming the most popular surfer in the world according to SURFER readers. This year, after Slater went on a freesurfing tear in Portugal (“The Man. In Portugal.,” pg. 64), I was convinced that he would ride that media storm to yet another Surfer Poll number-one finish and leave Florence in his dust. I was wrong. John John’s ascension to the top spot of the Surfer Poll is historic. The only other surfer to take that coveted position from Slater was Andy Irons, back in 2002 and 2003 (“Archive,” pg. 48). The photo from that night proves either that Irons truly was a giant of the surf world or that we were incredibly cheap and made keychain-size trophies that year. This year the trophies have undergone
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Best Documentary Thundercloud Talon Clemow (Director)
a significant upgrade. We had master craftsman Danny Hess hand-shape each of them from reclaimed wood, and unlike the 2002 version they aren’t a choking hazard anymore. We make a big deal of the Surfer Poll Awards. What is ostensibly a popularity contest has also become the surf world’s year-end celebration. But the importance of the poll itself is not lost on us; the results are the voice of our readership and we’ve heard you loud and clear, devoting the entire issue this month to the 15 surfers you voted for. The poll means a lot to the surfers, too, because being recognized by their fans is the ultimate reward, no matter what the trophy looks like. Brendon Thomas, Editor
Heavy Water Grant “Twiggy” Baker A.I. Breakthrough Performer Noa Deane Best Short Cheese ii Noa Deane & Shane Fletcher Best Barrel Koa Smith Diamond in the Desert Best Maneuver Kelly Slater Agent of Change Sustainable Surf
Surfer
SRFP-150200-INTRO.indd 20
February 2015 | Surfer
11/19/14 12:34 PM
EX Surfer Poll feature in Surfer Magazine
Feature
THE BOY KING John Florence rules the surf world, but he wants the trophy to make it official Interview by Sean Doherty
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Surfer
SRFP-150200-JOHN.indd 56
11/17/14 9:44 AM
EX Surfer feature about John Florence
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P U B L I C
R E L A T I O N S
A targeted PR campaign leveraging SURFER Magazine readership with regional and national media outlets generated awareness for voting, the event, and the broadcast. Efforts included branded HTML email blasts leading up to and after the event as well as multiple mentions in SURFER Magazine’s weekly email newsletter. Blasts were distributed by SURFER, TEN and KHPR and targeted local and regional media in addition to surf industry newspapers and magazines.
Koa Smith
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2014 SURFER POLL
P U B L I C
R E L A T I O N S
Axel Irons & friend
TOTAL RELEASES: 7 TOTAL NEWSLETTER MENTIONS: 6 TOTAL IMPRESSIONS: 1,058,599 Newsletter distribution: 164,000 Press release distribution: 10,657 10.3.14- Cast Your Surfer Poll Ballot - Newsletter mention 10.6.14 -Surfer Poll Voting Open- Press release 10.24.14- One Week to Vote - Press release 10.30.14- Vote Now- Newsletter mention 10.31.14- Last Day to Vote- Press release 11.17.14- Sustainable Surf Announced as Agent of Change- Press release 11.21.14- Agents of Change- Newsletter mention 11.26.14- Vote for Worst Wipeout- Newsletter mention 11.26.14- Nominees Announced- Press release 12.1.14- Surfer Poll Airs Live December 6th - Press release 12.4.14- Watch Surfer Poll - Newsletter mention 12.8.14 - Florence and Gilmore Earn Top Honors - press release 12.18,14- Excerpt from Movie of the Year- Newsletter mention
EX Surfer newsletter mention
EX press release
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B R O A D C A S T The 2014 Surfer Poll broadcast delivered more than 11,900 hours of live coverage on December 6, 2014. A Youtube player was embedded on SurferPoll.com to broadcast the 2014 show live in HD. The Surfer Poll broadcast was watched more than 3,000,000 times around the world.
Carissa Moore
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2014 SURFER POLL
B R O A D C A S T
Alana Blanchard & Jack Freestone
TOTAL IMPRESSIONS: 50,186 Broadcast date: 12.6.14 Total live viewership: 40,817
Total live minutes delivered: 715,436 Total VOD views: 9,369 Time Warner Cable: 2,990,000
Advertising: • Commercial placement • Organic sponsor branding • Ad unit placement on Live page • Constant hyperlinked sponsor logos
Details: • 1 hour 55 minute live red carpet show • 1 hour 56 minute live show • Entire Surfer Poll Show available on-demand at Surferpoll.com as well as Youtube.com • Full red carpet show available on Youtube.com • #Surferpoll Instagram feed featured on live page
Talent: • Gerry Lopez • Mark Occhilupo • Rosy Hodge • Kaipo Guerrero • Dave Wassel • Mana Tahiti
2014 Surfer Poll live broadcast on the Surfer Poll microsite
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2014 SURFER POLL
O N - S C R E E N
B R A N D I N G
Joe G and the Strange Rumblings In Shangri La crew
ORGANIC BRANDING • • • • • •
Co-branded Red Carpet Step and repeat banner (appeared on screen 16 unique times) Logo on ballroom wall Lit up sponsor logo on one side of the stage during the show On-stage sponsor thank you from show hosts during awards presentation Logo flash between red carpet show and awards presentation Announcer VO thanking sponsors
COMMERCIAL PLACEMENT • Sponsor commercials aired during the broadcast of the 2014 Surfer Poll Awards • New Era’s commercial aired 4 times
New Era’s commercial from the Surfer Poll broadcast
Screenshot of the co-branded media wall from the Surfer Poll red carpet show
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2014 SURFER POLL
G R A P H I C S
S U M M A R Y
Kai Barger, Dusty Payne & Granger Larsen
A graphics package was created to supplement the 2014 Surfer Poll broadcast. Graphics package included: • Animated Surfer Poll bumper • Lower thirds name graphics • Animated Award graphics • Animated winner graphics • Nominee graphics
Lower thirds name graphic
Animated Award graphic
Animated Winner graphic
Animated Surfer Poll bumper
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Jordy Smith
V I D E O
C O N T E N T
SURFER Magazine created 37 video packages that aired throughout the live Surfer Poll broadcast, during re-airs of the show and are available online on Surferpoll.com and on Surfer Magazine’s Youtube channel.
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2014 SURFER POLL
V I D E O
C O N T E N T
Kelly Slater
TOTAL IMPRESSIONS: 244,311 Total video packages: 37 Total video time 170 minutes Men’s: • #1 John John Florence- 7,081 views • #2 Kelly Slater- 5,209 views • #3 Gabriel Medina- 2,492 views • #4 Mick Fanning- 1,259 views • #5 Jordy Smith- 1,820 views • #6 Dane Reynolds- 3,949 views • #7 Joel Parkinson- 1,055 views • #8 Julian Wilson- 1,751 views • #9 Kolohe Andinio- 1,566 views • #10 Taj Burrow- 644 views Women’s • #1 Stephanie Gilmore- 1,710 views • #2 Sally Fitzgibbons- 739 views • #3 Carissa Moore- 664 views • #4 Coco Ho- 1,512 views • #5 Alana Blanchard- 2,184 views
• • • • • • • • • • • • • • • • • • • • •
Movie of the Year- 7,573 views Best Short- 4,152 views Best Performance- 2,528 views AI Breakthrough Performer- 2,684 views Heavy Water- 2,347 views Best Barrel- 2,992 views Best Maneuver- 5,601 views Best Documentary- 1,224 views Worst Wipeout 4,152 views Agent of Change- 271 views In Remembrance 622 views Worst wipeout Jamie Mitchell- 24,984 views Worst Wipeout- Julian Wilson- 20,276 views Worst Wipeout- Shawn Dollar- 13,220 Worst Wipeout- Kaito Ohashi- 19,384 Worst Wipeout- Billy Kemper- 15,181 views Worst Wipeout- Myron Porter- 24,837 views Worst Wipeout- Shane Dorian- 15,357 views Worst Wipeout- Dege O’Connell- 12,109 views Worst Wipeout- Nicolo Porcella- 12,202 views Worst Wipeout- Brad Norris- 18,980 views
Men’s #4 Mick Fanning
Worst Wipeout
Women’s #1 Stephanie Gilmore
Men’s #9 Kolohe Andino
Agent of Change
Men’s #6 Dane Reynolds
AI Breakthrough Performer
Women’s #2 Sally Fitzgibbons
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Coco Ho
O N - S I T E B R A N D I N G & M A R K E T I N G C O L L A T E R A L
Event sponsors were very well represented at the 2014 Surfer Poll awards. Sponsor logos were on all marketing collateral and each sponsor was uniquely branded throughout the Turtle Bay Resort.
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2014 SURFER POLL
M A R K E T I N G
C O L L A T E R A L
The Strange Rumblings In Shangri La crew
NEW ERA ON-SITE: • Custom New Era hats on every table for each seated Surfer Poll guest • New Era hat cases throughout venue • New Era gifting table backstage for award winners CO-BRANDED COLLATERAL: • Logo on balloon in cocktail area • Logo on red carpet media wall backdrop • Logo on stage light box • Logo on photo banner red carpet backdrop • Logo projection on ballroom wall • Logo inclusion on table card centerpieces • Logo inclusion on all directional signage in lobby and check in room • Co-branded entry way • Co-branded pilar banners at Turtle Bay entrance • 800 co-branded programs • Co-branded wristbands • Logo inclusion on award check presented on stage • • • • • •
SURFER POLL BRANDED COLLATERAL: 25 Surfer Poll trophies Mic Flags Surfer Poll branded stage backdrop 800 Surfer Poll hats (3 different styles) Surfer Poll logo projection on Turtle Bay outdoor wall
New Era display case
The crowd in the ballroom during the show
Co-branded media wall
New Era product gifting backstage
Co-branded Surfer Poll banners in the Turtle Bay lobby
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2014 SURFER POLL
V I E W I N G
P A C K
John Florence
The morning of the 2014 event, Surfer Poll viewing packs were delivered to team houses on the North Shore so that people not attending the show could host their own Surfer Poll viewing party. TOTAL PACKS: 20 Viewing pack contents: • • • • • • • •
Hot Cinnamon Bird Dog Whiskey Peach or Blackberry Bird Dog Whiskey Peligroso Tequila Peligroso Tequila Cinnamon Case of Red Bull Bird Dog t-shirts, shot glasses, and stickers New Era Surfer Poll hats Peligroso shot glasses, stickers and coozies
SURFER POLL VIEWING PACK HOST YOUR OWN SURFER POLL VIEWING PARTY
PACK INCLUDES BIRD DOG WHISKEY PELIGROSO RED BULL NEW ERA HATS
RUN OF SHOW LIVE ON TIME WARNER CABLE CH. 250 OR 1250 HD LIVE WEBCAST AT SURFERPOLL.COM RED CARPET SHOW- 7 PM HST SURFER POLL AWARDS- 8PM HST
Viewing pack description for each house
2014 Surfer Poll Viewing Pack
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T H A N K
Y O U
John Florence & Stephanie Gilmore
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