SHIFT+APPL+CLICK 2013 EVENT SUMMARY
GRAND PRIZE
$
10,000
S U R F S H O P C H A L L E N G E . C O M
MID ATLANTIC
SOUTHWEST
SOUTHEAST
SEASIDE REEF CARDIFF, CA
PONCE INLET, FL
APRIL 9
NAGS HEAD OUTER BANKS, NC
NORTHEAST
NORTHWEST
HAWAII
APRIL 19
MAY 10
APRIL 5
MANASQUAN INLET MANASQUAN, NJ
APRIL 16
STEAMER LANE SANTA CRUZ, CA
APRIL 13
ALA MOANA BOWLS SOUTH SHORE, HI
WEST
NATIONAL CHAMPIONSHIP
54TH STREET NEWPORT BEACH, CA
IN CONJUCTION WITH THE OAKLEY PRO BALI
MAY 31
JUNE 18 & 19
速
THANK YOU
for supporting the 2013 Surfer Magazine Oakley Surf Shop Challenge. The series reached more than 300 competitors through 77 shop teams in seven key retail regions. The National Championships of the 2013 series culminated along side the inaugural Oakley Pro Bali in Indonesia.
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TEAM SUNRISE: 2013 NATIONAL CHAMPIONS
速
TEAM SURF RIDE: SOUTHWEST REGIONAL CHAMPIONS
OAKLEY SURF SHOP CHALLENGE: • Gives back to the core surf shop retialer, the back bone and lifeblood of the action sports industry.
SHIFT+APPL+CLICK • Pits shop teams against
one another for bragging rights in addition to prizes that put the shop, its employees and team NATIONAL CHAMPIONS: riders in the spotlight. • khdfskbkkdfsgbkkdf • Connects the winning teams from seven key regions at a national championship in Bali, Indonesia with a $10,000 winner take-all prize purse, a full spread in Surfer Magazine and media coverage. • Provides sponsorship partners with a unique opportunity to reach the core retail and youth surf market while alinging themselves with brands rich in heritage and authenticity. Sponsors have direct exposure to and sampling opportunities with core markets. • Creates a unique experince for core retailers that they associate with the sponsors’ brands.
OAKLEY SURFSHOP SHOP OAKLEY SURF CHALLENGE... STATS: CHALLENGE SERIES DATES: April 5th - June 19th, 2013 TOTAL IMPRESSIONS: 23,322,709 April 2013- June 2013 ADVERTISING IMPRESSIONS: 4,999,141 EDITORIAL IMPRESSIONS: 18,240,257 PUBLIC RELATIONS IMPRESSIONS: 75,601
KEKOA CAZIMERO, BALINESE BLESSING CEREMONY
ON-SITE IMPRESSIONS: 7,710
S O U T H W E S T APRIL 5TH: SEASIDE REEF, CARDIFF, CA SOUTHWEST CHAMPIONS: SURF RIDE
JASON WEATHERLY, TEAM PACIFIC DRIVE
S O U T H E A S T APRIL 9TH: PONCE INLET, FL SOUTHEAST CHAMPIONS: SUNRISE
M I D A T L A N T I C APRIL13TH: JENNETTE’S PIER, NAGS HEAD OUTER BANKS, NC MID-ATLANTIC CHAMPIONS: SWEETWATER
N O R T H E A S T APRIL 16TH: MANASQUAN INLET, MANASQUAN, NJ NORTHEAST CHAMPIONS: 7TH STREET
N O R T H W E S T APRIL 19TH: STEAMER LANE, SANTA CRUZ, CA NORTHWEST CHAMPIONS: CHANNEL ISLANDS SURFBOARDS
H A W A I I MAY 10TH: ALA MOANA BOWLS, SOUTH SHORE, HI
HAWAII CHAMPIONS: HAWAIIAN ISLAND CREATIONS KEKOA CAZIMERO, TEAM HAWAIIAN ISLAND CREATIONS
W E S T MAY 31ST: 54TH STREET, NEWPORT BEACH, CA
TAYLOR CURRAN, TEAM REVOLUTION
WEST CHAMPIONS: REVOLUTION
B A L I JUNE 18TH & 19TH KERAMAS, BALI, INDONESIA 2013 NATIONAL CHAMPIONS: SUNRISE
In the six month period surrounding the Surf Shop Challenge series, a print and digital advertising campaign focused on building awareness and hype for the series, event sponsors, and participating shops. The Surf Shop Challenge appeared in Surfer Magazine via an event specific spread, seven advertorial pages featuring the regional champion shops and a full spread advertorial piece for the National Champion team. The campaign was represented online by event ads and congratualtory ads for each regional champion team on Surfermag.com and Grindtv.com/SURF and by individual sponsor specific ads on Surfshopchallenge.com.
SHIFT+APPL+CLICK
RYAN BURCH, TEAM HANSEN’S, SOUTHWEST
ADVERTISING
APRIL, SURFER
PRINT ADVERTISING TOTAL IMPRESSIONS: 697,039* TOTAL VALUE: $24,000 • 2P/4C event specific ad in Surfer, April Issue on-sale 2.26.13
*Impressions based on a circulation of 99,577 x a pass along rate of 6 readers. other than the original recipient.
EVENT AD FROM SURFER MAGAZINE, APRIL ISSUE
SEPTEMBER, SURFER P R I N T YO U R N E X T S U R F B O A R D
WEST- 1P/4C ADVERTORIAL
( P G. 10 0 )
wEst champiOns
REvolution REVOsuRf.cOm | camaRillO, ca
U N L I M I T E D
ADVERTORIAL
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HAVE WE HIT THE LIMIT, OR ARE WE JUST GET TING STARTED?
TOTAL IMPRESSIONS: 4,879,273 TOTAL VALUE: $336,000 Issue: 54.7, July On-Sale: 5.28.13 Profiles: • Southwest- Surf Ride • Southeast- Sunrise • Mid-Atlantic- Sweetwater
nathaniEl cuRRan
tayloR cuRRan
david dittmaR
JakE kEllEy
tEam RidER
shOp EmplOyEE
tEam RidER
shOp EmplOyEE
“These guys are all best friends and I am sort of the dad [laughs]. I’ve got my younger brother and his two best friends on my team, and we surf together all the time, so I think we have a pretty good chemistry. They all rip, and we all know each other’s strong points and weak points, which definitely helps us as a team. I was part of the team that won the national championships nine years ago, so we’ve already got one trophy, but we want another one.”
“I think where we are from gives us an advantage. There are a lot of good rights where we live, so I think our surfing will be well suited to Keramas. It will be rad just to be in Bali during the World Tour event and to see those guys ripping. Looking forward to the event in Bali, I think Channel Islands and Hawaii Island Creations will be our biggest competitors.”
“We are all best friends and have been surfing and working together since we were groms, so I think that makes our team super strong. It would be cool to win the trophy and the money, but we really want bragging rights to say our shop is the best. I’m looking forward to getting good waves in warm water, so it will be sick no matter the outcome. We’re going to Bali!”
“We don’t really have much time to train until we leave for Bali, but we will be watching a ton of surf movies to get psyched up. We want to win that 10 grand. We had a stressful final in this event because it was more of a waiting game than a come-from-behind victory. Either way, it worked out in the end, and we want to win the championship for the second time.”
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Issue: 54.8, August On-Sale: 6.25.13 Profiles: • Northeast- 7th Street • Northwest- Channel Islands • Hawaii- Hawaiian Island Creations
**Impressions based on a circulation of 99,577 x a pass along rate of 6 readers other than the original recipient. **Advertorial value is based off 4x advertising rate
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Issue: 54.9, September On-Sale: 7.16.13 Profile: • West- Revolution
In conjuction with
GRAND PRIZE
$10,000
7TH STREET SURF SHOP
BRIAN LIESS
CHRIS KELLY
SEAN SANTIAGO
TEAM RIDER
SHOP EMPLOYEE
TEAM RIDER
SHOP EMPLOYEE
“We’re surfing together here in Jersey “I’ve actually never been to Bali. It’s a long “We know we’re the underdogs going into as much as possible to prepare for Bali. trip to get down there and it can be really the event, but we think we’re gonna have We’ve been training and running mock expensive, so to be able to do it on Oakley’s an edge when it comes to Keramas. We’ve heats to get us ready. We know that we’re dime is amazing. As far as the actual had a good winter out here with a lot of underdogs, but we’re doing everything we competition goes, it’s going to be crazy to barreling right-hand sandbars, so I think can to get ahead. We’re gonna give it our all be competing during a World Tour event in that’s gonna really help us when the event over there.” front of guys like Kelly and Mick. We’re all gets underway. We’re feeling pretty good really excited and looking forward to it.” about it.”
“I’ve been saving up for a trip to Bali for a while. It was something that I’ve always wanted to do, but now that we won our regional event, I get to go for free with my three best friends. As far as the competition is concerned, I think we’re gonna surprise some people. We’re training pretty hard and everyone’s looking really sharp. Hopefully, we’ll bring a win back home to Jersey.”
In conjuction with
GRAND PRIZE
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BRANDON SMITH
KILIAN GARLAND
TEAM RIDER
SHOP EMPLOYEE
TEAM RIDER
“I don’t think it’s fully sunken in yet. We’re all so pumped and Oakley’s gonna be taking such good care of us down there. The waves have been really good down here so we’ve all been surfing a lot and are trying to stay sharp. To prepare for the contest, we’ve all put in board orders with Channel Islands, so we know we’ll have best equipment possible for the contest. I’d be lying if I said I wasn’t at all nervous to surf during a World Tour event, but it’s gonna be a blast.”
“I’ve never actually surfed Keramas, but from what I know about the wave, I think we’re going to do well as a team. We all grew up surfing right-hand points like Rincon over here in Santa Barbara, so I think having the event at Keramas is going to be a benefit for us for sure. In the end, no matter what happens, we just got a free trip to Bali, so we’re all super stoked.”
“Our team has been competing at the Oakley Surf Shop Challenge for a really long time, but we’ve never won. We’ve always had a really strong team, but just couldn’t put it together. This was the year that the tables finally turned for us, so we’re all really pumped. Heading into the contest, we’re all surfing a ton and trying to dial in our boards. I think we’re gonna do well.”
“We’re over the moon about our win. It was a five-hour drive from Santa Barbara to Santa Cruz for the contest. On the way back, probably every 10 minutes, someone would yell how stoked they were that they got a free trip. So I think we have a lot of enthusiasm going for us. We also have some good boards at our disposal from Channel Islands. We can’t wait to get down there.”
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PAUL EVANGELISTA
SHOP EMPLOYEE
TEAM RIDER
SHOP EMPLOYEE
“Oakley throws a great event and I look forward to surfing in it every year. I’m psyched that we won again this year. I’ve been to Bali a lot of times and it feels like my second home—I always really look forward to surfing those waves. We’re glad to have waves like that to compete in.”
“It was nerve-wracking trying to find a wave on high-tide with a small swell, but all the boys did their part to get us in the lead. This contest is so much fun and different because it’s a team thing and you don’t want to let your friends down. I always look forward to this contest because our team is super solid, and I’m psyched to win and head to Bali.”
“This event was pretty tough because there were a lot of really good surfers, but it was super fun overall. I’m super stoked to go to Bali because I have never been there before. I’m looking forward to surfing really good waves and barrels.”
In conjuction with
GRAND PRIZE
In conjuction with
GRAND PRIZE
L
DAVIN JAIME
TEAM RIDER
“Bowls is my spot, but it was super small, challenging surf. Those kinds of conditions cater to the guys that really know how to surf that wave and know where it’s going to break. I’m just stoked that we’re going to Bali. We want to go up there with the same game plan. With the pro guys and the guys who work at HIC, our team is really legit. We’ve got good people and good strategy so we’re looking to win the whole thing.”
$10,000
$10,000 A
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JULY, SURFER
KEKOA CAZIMERO
PAT ECKER SHOP EMPLOYEE
$10,000 R
HICSURF.COM | HONOLULU, HI
CISURFBOARDS.COM | SANTA BARBARA, CA
ROB KELLY
U
HAWAIIAN ISLAND CREATIONS
CHANNEL ISLANDS SURFBOARDS
7THSTREETSURFSHOP.COM | OCEAN CITY, NJ
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HAWAII CHAMPIONS
NORTHWEST CHAMPIONS
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SOUTHWEST CHAMPIONS
MID -ATLANTIC CHAMPIONS
SOUTHEAST CHAMPIONS
SURF RIDE
SUNRISE SURF SHOP
SWEETWATER SURF SHOP
SURFRIDE.COM | OCEANSIDE, CA
SUNRISESURFSHOP.COM | JACKSONVILLE, FL
SWEETWATERSURFSHOP.COM | WRIGHTSVILLE BEACH, NC
GABE GARCIA
DARRELL GOODRUM
AARON COYLE
BRENT REILLY
GARRETT CARMICHAEL
RYAN BRIGGS
EVAN THOMPSON
DANE JEFFERYS
CONNER LESTER
MIKE POWELL
KNOX HARRIS
MICHAEL CASPER
TEAM RIDER
TEAM RIDER
SHOP EMPLOYEE
SHOP EMPLOYEE
SHOP EMPLOYEE
TEAM RIDER
TEAM RIDER
SHOP EMPLOYEE
SHOP EMPLOYEE
TEAM RIDER
TEAM RIDER
SHOP EMPLOYEE
“Our team is really solid. We have experience surfing Keramas and we have a good strategy going into the event, so I think we’re going to do really well in Bali. Of course we all want to win, but no matter what happens in the contest, we already have a free trip to Bali. I think we’ll be stoked no matter what happens, but a win would definitely be nice.”
“Our ability to trust each other is one of “We’re all really stoked to be heading back the strongest things we have going for us to Bali for this event. We had such a blast as a team. We wouldn’t be as good as we last year and we’re just stoked to be going are if we didn’t trust each other to perform back to such a great place. I think that our when we need it. Looking forward to the biggest strength is how close we are as a event in Bali, I think the biggest competi- team. Our shop surfers and our team surftion we’re going to face is going to come ers both pull their weight and we all work from the Orange County teams. They’re really well together.” always good, so we’ll be watching out for them.”
“We’ve been doing some training as a team and I think we’re going to be strong going into the championships in Bali. We have all spent some time in Indo and competed in the event last year, so we definitely have some experience to draw from. We’ve also been dialing in what boards to bring and trying to focus on surfing some barreling right-hand points before we get down to the contest.”
“Our biggest advantage is how well we “Our shop employees are one of the work together as a team. We’re practically a strongest components we have. They’re family. The shop was the first sponsor for great surfers and they’re so fired up. I most of us, so we’ve been together since think we’re all gonna really feed off their most of us were 10. The other big advanstoke. It’s gonna be a little nerve-wracking tage we have when we compete at Keramas surfing in front of the World Tour, but it’s is that we have four regularfooters. That gonna be a lot of fun, too. “ wave is a lot more difficult on your backhand, so we’ll have that going for us.”
“I’ve been going to Bali for the past three years and have a fair bit of experience out at Keramas. I’ve been hitting the gym, training, and surfing as much as possible to get ready for the event. The conditions are so different in Bali than we have here in Florida that I’m ordering some boards specifically meant for those waves.”
“I can’t believe they’re having this event during the World Tour contest. I sit in a shop and sell surfboards and watch all of the contests religiously. So to be out there on that stage with the World Tour guys… it’s gonna be a trip. When else in my life will I ever have a chance like that again?”
“This year’s team is almost entirely new “We have a wide range of team surfers this “I think having Mike Powell on our roster compared to the last few years, which is re- year and they’re always fired up. I’d say that is gonna separate us from everyone else. ally exciting. We’re all great friends and we our guys put more time in the water than He’s our double-whammy surfer, he has a surf together all the time, which I think re- anyone else. I just got back from a trip to lot of experience, and is just an all-around ally strengthens us. If we could take home Bali so I’m feeling pretty good. I’m already great competitor. To help get us ready, a win as a new team, that would mean the looking forward to going back with the we’ve been surfing a lot of rights over here world to us.” whole team.” and doing everything we can to sharpen our tube-riding skills.”
In conjuction with
GRAND PRIZE
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GRAND PRIZE
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“I’ve never been out of the country on a surf trip before, so I’m really excited to go to Bali to compete. I think we have a lot going for us as a team. Most of all, we’re all really close friends. That’s huge. Plus, we’re all really fired up to go to Bali and I think our stoke is going to be a plus for sure.”
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OCTOBER ISSUE, SURFER
SURFER MAGAZINE OCTOBER
ADVERTORIAL TOTAL IMPRESSIONS: 697,039* TOTAL VALUE: $96,000
NATIONAL CHAMPIONS ADVERTORIAL, SURFER MAGAZINE, OCTOBER ISSUE
Issue 54.10, October, On-Sale 8.27.13 • 2P/4C event specific, National Champions ad in Surfer
CONgr at u l at iONs
evan thompson team rider
ryan briggs team rider
Nat iONa l Ch a m piONs
hennings
sunrise surf shop
In conjuction with
granD PriZe
lowe-white
dane jefferys
$10,000
shop employee
garrett carmichael shop employee
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lowe-white
Demarco
lowe-white
Jack so n v i lle , Fl su n r i s e su r F s h o p.co m
EX. 728x90: SURFERMAG.COM FEATURE
ONLINE ADVERTISING: EVENT ADS TOTAL IMPRESSIONS: 2,501,867 SURFERMAG.COM Flight dates: 3.22.13- 6.23.13 Impressions: 2, 210,161 Ad units: 160x600, 300x250 GRINDTV.COM/SURF Flight dates: 3.22.13- 6.23.13 Impressions: 291,706 Ad units: 160x600, 728x90, 300x250 • EX. 300 X 250 ANIMATED GIF
EX. 160x600: GRINDTV.COM/SURF HOMEPAGE
EX. 300X250: GRINDTV.COM/SURF VIDEO PAGE
EX. 728X90 & 160X600 SURFERMAG.COM FORUMS
ONLINE ADVERTISING: SHOP PRIZING TOTAL IMPRESSIONS: 1,750,000 SURFERMAG.COM Flight dates: 6 months Impressions: 875,000 Ad units: 160x600, 300x250, 728x90 Creative: Surf Ride, Sunrise, Sweetwater, 7th Street, Channel Islands, Hawaiian Island Creations, Revolution GRINDTV.COM/SURF Flight dates: 6 months Impressions: 875,000 Ad units: 300x250 Creative: Surf Ride, Sunrise, Sweetwater, 7th Street, Channel Islands, Hawaiian Island Creations, Revolution
EX: 300X250 ANIMATED GIF: SURF RIDE- SOUTHWEST REGIONAL CHAMPIONS
EX. 160 X 600: SURFSHOPCHALLENGE.COM
EX. 160 X 600: SURFTEAMCHALLENGE.COM
ONLINE ADVERTISING: OAKLEY TOTAL IMPRESSIONS: 13,504* Surfshopchallenge.com Flight dates: 2.27.13- 2.26.14 Impressions: 12,819* Ad units: 160x600, 300x250 (per each creative) Creative: Blade III, Kolohe Garage Rock, Lifestyle Boardshort Surfteamchallenge.com Flight dates: 2.27.13- 2.26.14 Impressions: 725* Ad units: 160x600, 300x250 (per each creative) Creative: Blade III, Kolohe Garage Rock, Lifestyle Boardshort
*impresssions from 2.27.13- 6.25.13
300 X 250 ANIMATED GIFBLADE III
300 X 250 ANIMATED GIF KOLOHE GARAGE ROCK
300 X 250 ANIMATED GIFLIFESTYLE BOARDSHORT
WEBSITE
A dedicated event website featuring comprehensive coverage of the Surf Shop Challenge series. Event coverage including video, photos, news stories, team profiles and archival content thoughout the site align each sponsor with the participating retailers and an amazing event experience.
STEAMER LANE, SANTA CRUZ
SURFSHOPCHALLENGE.COM HOMEPAGE
WEBSITE SURFSHOPCHALLENGE.COM PAGE VIEWS: 49,445 VISITORS: 16,756 PERIOD: 2.27.13-6.30.13 • Series updates: Photo, Video, News, Results, Shop Profiles, etc • Branded updates after each regional event • Choose the Champ giveaway • Sponsor specific ad unit • Facebook, Twitter, and Instagram buttons • Sponsor branded hyperlinked footer on every page • Archival event content
SURFSHOPCHALLENGE.COM VISITS IN 2013 COMAPARED TO 2012 & 2011
METRICS
2013
2012
2 011
+/-%*
VISITS
16,756
17,103
10,386
-2%
UNIQUE VISITS
10,384
12,705
6,972
-18%
PAGEVIEWS
49,445
45,136
28,505
+9.5%
SITE VISITS FROM AROUND THE UNITED STATES
In 2013 the Surf Shop Challenge series was condensed to a three month series, still consisting of eight events. In less than half of the time the website generated almost the exact same amount of traffic as the 2012 site. TOTAL PAGE VIEWS: 44,335 LOCATION: surfshopchallenge.com PERIOD: 2.27.13 - 6.30.13 VISITORS: 16,756 UNIQUE VISITORS: 10,384 AVG TIME ON PAGE: 00:02:34 AVG PAGES PER VISIT: 2.99
MOST VIEWED PAGES
STATE
%OF TOTAL VISITS
PAGE
%OF TOTAL PAGEVIEWS
CALIFORNIA
29%
/HOME/
32.65%
FLORIDA
10%
/EUROPE/
5.1%
NORTH CAROLINA
8%
/SCHEDULE/
3.26%
NEW JERSEY
7%
/2013-VIDEO/
2.24%
HAWAII
4%
VIRGINIA
2%
/2013-GIVEAWAY/
1.91%
NEW YORK
1.7%
/MID-ATLANTIC-TEAM/ SWEETWATER-SHOP-PROFILE/
1.76&
PENNSYLVANIA
1.6%
/2013-NATIONALSGIVEAWAY/
1.46%
GEORGIA
1.1%
/2013-PHOTOS/
1.2%
/2013-SOUTHWEST-TEAMS/
2.01%
*%+/- is the percent increase or decrease in visits, unique visits, and pageviews from the 2012 to the 2013 series
EXAMPLE: OSSC EVENT STATUS AS OPB HOMEPAGE TICKER IMAGE
IN CONJUCTION WITH THE OAKLEY PRO BALI The Surf Shop Challenge was featured throughout the Oakley Pro Bali’s website which had over six million visitors during the event’s 12day waiting period: • • • • • • • • •
Live webcast Heats on Demand Highlight video Results Page Homepage Ticker Navigation Bar Event Status Bar Top story on News page OSSC information page
EXAMPLE: OSSC ON OPB WEBCAST AND AS STATUS BAR FEATURE
GIVEAWAY
The 2013 Surf Shop Challenge giveaway was a game for people following the series called “Choose the Champ�. In an online survey participants predictied which teams would win each regional event. From the players who guessed correctly, one winner was chosen at random for each stop of the series (seven total) to recieve an Oakley Surf Shop Challenge Prize Pack. A Choose the Champ button was featured on the surfshopchallenge. com homepage and giveaway information was sent out socially by Surfer, Oakley, SOL REPUBLIC, Watermans Sunscreen and Grind Media, reaching over 1.9 million people.
EVAN THOMPSON, SUNRISE, BALI, INDONESIA
The Choose the Champ Giveaway was re-vamped for the National Championship event. There was a larger prize pack and a new, bracket style game for the event.
CHOOSE THE CHAMP - NATIONALS, BRACKET STYLE GAME
GIVEAWAY CHOOSE THE CHAMP: Eight winners (one per event) REGIONAL WINNERS OAKLEY SURF SHOP CHALLENGE PRIZE PACK: • Oakley Blade III Boardshorts • SOL REPUBLIC Amps Ear Buds • Limited Edition New Era event hat • Watermans Sunscreen pack • Custom OSSC Futures Fins • Futures fins hat • OSSC t-shirt NATIONAL WINNERS OAKLEY SURF SHOP CHALLENGE PRIZE PACK: • Oakley Blade III Boardshorts • Oakley backpack • Oakley t-shirt • SOL REPUBLIC Amps HD Ear Buds • Limited Edition New Era event hat • Watermans Sunscreen pack • Custom OSSC Futures Fins • OSSC t-shirt
NATIONALS PRIZE PACK GRAPHIC
SOCIAL Begining in March, Facebook, Instagram, Twitter, and Tumblr were used to create buzz about the Surf Shop Challenge and keep fans of the series up to date with all of the action. The hashtags #OSSC and #ilovebali made it easy for competitors, sponsors and fans of the series to interact and share their Shop Challenge experiences on Twitter and Instgram. The series gained more than 12 million impressions socially.
NORTHEAST REGIONAL QUALIFIER
OSSC FAN PAGE FACEBOOK POST
FACEBOOK The Oakley Surf Shop Challenge’s Facebook page likes increased by 146% during the 2013 Shop Challenge series. POTENTIAL IMPRESSIONS: 11,306,263* PERIOD: 4.1.13 - 6.20.13 SHOP CHALLENGE: • Total Page Impressions: 2,309 • Posts: 13 • Photos Posted: 326 OAKLEY: • Potential Impressions: 11,263,422* • Total Posts: 6 FUTURES: • Potential Impressions: 24,736* • Total Posts: 2 WATERMANS APPLIED SCIENCE: • Potential Impressions: 15,796* • Total Posts: 2 *Potential impressions based off of total number of posts x total fans of the page
FUTURES FINS FACEBOOK POST
OAKLEY FACEBOOK POST- NATIONALS ALBUM
#OSSC #ILOVEBALI POTENTIAL IMPRESSIONS: 1,126,074* TOTAL #OSSC HASHTAGS: 227 TWITTER: • Total Posts: 60 • Potential Impressions: 353,111* INSTAGRAM • Total Posts: 167 • Potential Impressions: 772,963* • Total Competitor posts: 97 •
*Potential impressions based off of total number of posts x average number of Twitter or Instagram followers per user
TUMBLR PERIOD: 4.1.13-6.20.13 The Oakley Surf Shop Challenge Tumblr served as a more informal place for competitors, sponsors and fans of the series to find news and other series content including forecasts, videos, team rosters and more.
Extensive coverage of the regional stops and the national championship was leveraged across GrindMedia Surf sites: Surfermag.com and GrindTV. com/SURF. Surf Shop Challenge was also covered by multiple media outlets around the country throughout the 2013 series.
KNOX HARRIS, TEAM SWEETWATER- BALI, INDONESIA
COVERAGE
OSSC ON GRINDTV.COM/SURF HOMEPAGE
ONLINE EDITORIAL SURFERMAG.COM • Total Editorial Pieces: 3 • Total Impressions: 170 CONTENT: • Series Announcement editorial • Piece about the Southwest Regional • Revolution wins West Regional GRINDTV.COM/SURF • Total Editorial Pieces: 8 • Total Impressions: 3,589 CONTENT: • One editorial piece about each regional champion shop featuring photos, a story and shop profile video, seven total pieces • One editorial piece about the series kickoff in Cardiff A Google search for “Oakley Surf Shop Challenge 2013” brings up over 188,000 results, among them are stories from oakleyprobali.com, easternsurf.com, surfline.com and more...
OSSC SCHEDULE FEATURE ON SURFERMAG.COM
2013 NATIONAL CHAMPIONSHIP TEASER
NATIONAL CHAMPIONSHIP HIGHLIGHT VIDEO
SHOP PROFILE VIDEO (REVOLUTION)
SHOP “THANK YOU” VIDEO
2013 SERIES TEASER
REGIONAL HIGHLIGHT VIDEO (HAWAII)
VIDEO INTRO ANIMATED GRAPHIC
VIDEO OUTRO ANIMATED GRAPHIC
VIDEO PACKAGES TOTAL VIDEOS: 22 TOTAL VIEWS: 11,250 PERIOD: 3.1.13- 7.18.13 Video packages were an important part of this year’s Surf Shop Challenge coverage. The videos highlighted and brought attention to the series, participating shops and thier athletes. All packages had sponsor logos at the begining and end of the video. • Seven Profile Videos (one for each regional champion shop) • Seven regional highlight videos • National Championship Teaser • Shop “Thank You” Video • National Championship Highlight video • 2013 Shop Challenge Series • Europe Highlight Video • Two high school event highlight videos
CONTEST SITE AT KERAMAS, BALI
BROADCAST The live broadcast of the Surf Shop Challenge National Championship aired during the Oakley Pro Bali broadcast on this inaugural World Tour Event’s Live page. The first two heats of the contest ran on June 18th, day one of the Oakley Pro, and the final ran the following day. The live broadcast from Keramas was optimized both for computer and mobile viewing with additional distribution to Fuel TV Australia/ Europe, ESPN Brazil, and Oceanic Time Warner Cable in the US. The live broadcast delivered world class production to elevate this unique format and tell the story behind the back bone of our industry via shop profile videos, interviews, the series preview and series highlights. More than 196,000 people tuned in to the live broadcast.
TEAM PROFILE GRAPHIC
BROADCAST OPTIMIZED FOR BOTH MOBILE AND TRADITIONAL STREAMING
LIVE BROADCAST VIEWS: 196,990 TOTAL BROADCAST TIME: 3 hours BROADCAST FEATURED: • Live action via 10 distinct camera angles • 4 man announcing team • English and Portuguese broadcast • Instant replay • Beach interviews • Heats on demand
EX. SHOP AND SURFER NAME GRAPHIC
EX. LIVE FROM KERAMAS GRAPHIC
EX. SCROLLING RESULTS GRAPHIC
EX. SHOP NAME PLACE GRAPHIC
GRAPHICS PACKAGE INCLUDED: • Surf Shop Challenge Live from Keramas (4) • Team profile graphic with team photos • Surf Shop Challenge Shop and Surfer Name graphic • Scrolling results graphic • Grand prize graphic • Shop Name/ place graphic • Shop name / team stats graphic • Champions graphic • OSSC: Up Next Graphic
PUBLIC RELATIONS
MICHAEL POWELL, TEAM SWEETWATER, BALI, INDONESIA
A targeted PR strategy leveraging SURFER media assets with readership and regional and national media outlets generated awareness for participating surf shops and sponsors. Efforts included branded HTML email blasts before and after each event in the series. Blasts were disributed by Surfer, GrindMedia, and KHPR and targeted local and regional media in addtion to surf industry newspapers and magazines.
EX. HAWAII REGIONAL EVENT COVERAGE
PUBLIC RELATIONS TOTAL IMPRESSIONS: 59,685 TOTAL RELEASES: 15 Distribution: • Grind Media Industry list: 900 • Surfer Industry list: 2,879 • KHPR: 200 PR Schedule: 3.21.13- Series Announcement 3.28.13- Southwest pre-event Release 4.2.13- Southeast/ Mid-Atlantic/ Northeast pre-event release 4.8.13- Southwest Event Coverage 4.8.13- Northwest pre-event release 4.11.13- Southeast Event Coverage 4.16.13- Mid-Atlantic Event Coverage 4.22.13- Northeast Event Coverage 4.23.13- Northwest Event Coverage 5.6.13- Hawaii pre-event release 5.15.13- Hawaii event coverage 5.29.13- West pre-event release 6.4.13- West event coverage 6.14.13- Championship pre-event Release 6.21.13- Championship coverage
BRANDING Sponsors were branded with various marketing collateral presented and distributed at each event, as well as in competing shops’ store locations on event stickers and foam core poster blow ups. All marketing collateral including banners, jerseys, trophies, t-shirts, hats, etc featured all sponsor logos.
CONTEST SITE AT ALA MOANA BOWLSS, SOUTH SHORE, HI
BRANDED TENT WALLS IN CARDIFF, CA FOR THE SOUTHWEST REGIONAL
ON-SITE BRANDING MARKETING COLLATERAL: • • • • • • •
Tent Walls: 9’8”x 6’6” - Photo Tent Wall: 3 - Logo Tent Wall: 4 Jerseys: 24 (6 colors) Bali Award Check: 24”x 27” Mic Flags: 2 New Era OSSC Hats: 450 OSSC T-Shirts: 450 Sponsor Tents: Oakley, SOL REPUBLIC, Futures, Watermans, Bubble Gum, Surfer • Heat Draw Board / Info Board • Seven branded regional champion trophies • One Branded National Championship Trophy •
PARTICIPANT GOODY BAG
CO-BRANDED BLACKBERRY Z10
ADDITIONAL BRANDING BlackBerry Z10s • Fully branded BlackBerry phones given to every regional champion team for use in Bali Branded Emails • All email communication with shops throughout the series featured a co-branded sponsor footer Entry Forms • Co-branded entry forms for all regional events sent to 120 shops around the United States Winner packet • Printed packet for regional winners to fill out on the beach Pre-event questionairre • Co-branded questionairre for competing shops to fill out PA Announcements • On the beach mentions of sponsorship
EX: POSTER DISPLAY AND OSSC DECAL
IN-STORE BRANDING Surf Shop Challenge decals and foam core poster blow ups were distributed to competeing shops around the country prior to each regional event. OSSC DECALS QTY: 350 SIZE: 24”x18” FOAM CORE POSTER DISPLAY QTY: 70 SIZE: 40”x18”
HAWAIIAN ISLAND CREATIONS WINDOW
HSS OSSC WINDOW
WINDOW DISPLAYS PARTICIPATING SHOPS WITH SHOP CHALLENGE FULL WINDOW DISPLAYS: • Hawaiian Island Creations • Huntington Surf & Sport • Surf Ride (Oceanside store)
SURF RIDE WINDOW
SURF RIDE WINDOW
Huntington Surf & Sport OSSC WINDOW
2013 NATIONAL CHAMPIONS, TEAM SUNRISE
PRIZING NATIONAL CHAMPIONS: • $10,000 • 2P/4C advertorial in Surfer Magazine • Online advertising on Surfermag. com • Regional Prizing • Bragging rights REGIONAL CHAMPIONS: • All-expense-paid travel and accommodations for the National Championship in Bali • 1 Page 4/C shop profile in SURFER Magazine as advertorial • Congratulatory shop/event ads on Surfermag.com • Custom shop logo SOL REPUBLIC Tracks Ultra headphones • Pre-Bali prize pack • 1 year of regional bragging rights • Goody bags of sponsor product
2013 SOUTHWEST CHAMPS, SURF RIDE, CLAIMING THEIR REGIONAL PRIZES
HIGH SCHOOL SURF TEAM CHALLENGE In 2013 the Oakley High School Surf Team Challenge returned for its second year. The two event series had stops in San Diego and Orange County, where ten selected high schools from each county battled it out for a $5,000 grand prize, a $1,000 spirit prize and bragging rights.
JOSH BENJOYA, DANA HILLS HIGH SCHOOL
S A N APRIL 6TH: SEASIDE REEF, CARDIFF, CA SAN DIEGO CHAMPIONS: TORREY PINES HIGH SCHOOL SPIRIT AWARD WINNERS: SANTA FE CHRISTIAN SCHOOL
D I E G O
JONAH CARTER, SAN CLEMENTE HIGH SCHOOL
O R A N G E JUNE 1ST: 54TH STREET NEWPORT BEACH, CA ORANGE COUNTY CHAMPIONS: SAN CLEMENTE HIGH SCHOOL SPIRIT AWARD WINNERS: NEWPORT HARBOR HIGH SCHOOL
C O U N T Y
SURFTEAMCHALLENGE.COM HOMEPAGE
WEBSITE SURFTEAMCHALLENGE.COM PAGE VIEWS: 3,023 PERIOD: 3.1.13- 6.13.13 • Event updates: Photo, Video, News, Results, etc • Branded updates after each regional event • Choose the Champ giveaway • Sponsor specifc ad unit • Facebook, Twitter, and Instagram buttons • Sponsor branded hyperlinked footer on every page • Archival event content
CHOOSE THE CHAMP PRZIE PACK GRAPHIC
GIVEAWAY CHOOSE THE CHAMP: 2 winners (1 per event) REGIONAL WINNERS OAKLEY SURF SHOP CHALLENGE PRIZE PACK: • Oakley Garage Rocks • SOL REPUBLIC Amps HD Ear Buds • Limited Edition New Era Surf Shop Challenge Hat • Watermans Sunscreen pack • Custom event Futures Fins • Futures Hat • Oakley Surf Team Challenge t-shirt
CO-BRANDED TENT WALL
SAN DIEGO COUNTY CHAMPION TROPHY
ORANGE COUNTY GRAND PRIZE CHECK
HGH SCHOOL SURF TEAM CHALLENGE T-SHIRT
BRANDING MARKETING COLLATERAL: • • • • • • • • • • • •
Co-branded tent walls (2) Size: 9’8”x6’6” San Diego award check (1) Size: 40”x20” Orange County award check (1) Size: 40”x20” Spirit Award check (2) Size: 40”x20” OHSSTC t-shirts (150) Sponsor tents: Oakley, SOL REPUBLIC, Futures, Watermans, Bubble Gum, Surfer Heat draw board / info board Co-branded county champion trophies (2) San Diego event flyers (200) Size: 15”x11” Orange County event flyers (200) Size: 15”x11” OHSSTC entry form
SAN DIEGO SPIRIT AWARD CHECK
LOGOS ON REVERSE SIDE
SAN DIEGO SPIRIT PRIZE WINNERS: SANTA FE CHRISTIAN SCHOOL
PRIZING $5,000 GRAND PRIZE: Donated from Oakley to the winning high school in each region • $2,500 to the school’s science department • $2,500 to the school’s athletic department $1,000 SPIRIT PRIZE: Donated from Oakley to the most spirited team’s high school’s ASB Fund GOODY BAG: All competitors received a goodie bag filled with sponsor product: • • • • • • • • •
Oakley Garage Rocks Custom OSSC Futures Fins SOL REPUBLIC Amps HD earbuds Watermans sunscreen pack Co-branded event t-shirt Co-branded event towel Oakley waterbottle Bubble Gum surf wax Co-branded event bag
ORANGE COUNTY CHAMPIONS: SAN CLEMENTE HIGH SCHOOL
EX. ORANGE COUNTY EVENT COVERAGE
PUBLIC RELATIONS TOTAL IMPRESSIONS: 15,916 • 4 press releases Distribution: • GrindMedia industry list: 900 • Surfer industry list: 2,879 • KHPR: 200 PR Schedule: 3.28.13- San Diego pre-event release 4.8.13- San Diego event coverage 5.29.13- Orange County pre- event release 6.4.13- Orange County event coverage
OAKLEY SURF SHOP CHALLENGE: EUROPE In 2013 the Oakley Surf Shop Challenge expanded the series with a European segment of the event. Six shops from France, six from Spain and one Shop from each Portugal and England battled it out for the European Surf Shop Challenge Championship title. The Europen series had its own microsite within the Surf Shop Challenge website featuring photos, news, video, modified European rules, and more. The site was available in English, Spanish, French and Portuguese.
PLAYA ZURRIOLA, SAN SEBASTIAN, SPAIN
F R A N C E APRIL 6-7: ANGLET, FRANCE FRANCE CHAMPIONS: SB3
LOUIS FEARS
S P A I N JUNE 9-10th: SAN SEBASTIAN, SPAIN
SAN SEBASTIAN CHAMPIONS: PUKAS EUROPEAN SUPER FINAL CHAMPIONS: SB3, FRANCE
SURF SHOP CHALLENGE EUROPE MICROSITE HOMEPAGE
MICROSITE SURFSHOPCHALLENGE.COM/ EUROPE • Series updates: Photo, Video, News, Results, Teams, etc • Branded updates after each event • Sponsor specifc ad unit • Facebook, Twitter, and Instagram buttons • Sponsor branded hyperlinked footer on every page • Modified European format and rules • English, Spanish and French entry form • Website available in English, Spanish, French and Portuguese
“I can’t believe they’re having this event during the World Tour contest. I sit in a shop and sell surfboards and watch all of the contests religiously. So to be out there on that stage with the World Tour guys... it’s gonna be a trip. When else in my life will I ever have a chance like that again?” - DANE JEFFREYS Sunrise- Shop Employee