PACIFICO X TONY HAWK: BEAT THE BEST

CHALLENGE

Pacifico wanted to enter the ever-growing gaming space to connect with the 21+ gaming consumer.

SOLUTION

We leveraging Pacifico’s relationship with the action sports community as a way-in to authentically join the gaming and skating worlds. To approach consumers as a fan, rather than a brand, we utilized the buzz surrounding the release of Tony Hawk’s remastered version of Pro Skater 1&2. We partnered with the skating legend to activate a live stream where Tony challenged viewers to beat his high score in the game. Tapping IGN, a leading gaming media company, as our promotional partner, the execution seamlessly fit within their programming. Consumers who beat Tony’s high score were entered into a sweepstakes for a chance to win a custom Pacifico-branded gaming set up and signed merch from Tony.

RESULTS

6.9MM Impressions

$70k earned media value

AdWeek Elevated Award-Winning campaign

MY ROLE

Managed relationship with Tony Hawk and team, implemented contracts and negotiations, lead sweepstakes execution and fulfillment, day-to-day program manager.