Tapping into skaters’ territorial tendencies, Element challenged them to claim an area. They set up a video sharing site and encouraged skaters to film themselves doing tricks and tag them on a map.
Other members of the community would then watch the clips and rank the skater’s performance, with the highest scorer claiming the area. A tactic they extended through bumper stickers and mobile, all explained in the video.
It’s a very clean and crisp campaign and works so well because it appeals to skaters’ desires of ownership and constant improvement, I like it a lot.