Time Warner Cable recently partnered with ESPN and the 2012 X Games in Los Angeles, enabling fans to enjoy the event even better. OgilvyEntertainment collaborated with Time Warner Cable from initial ideation, to development of The Hanger, to management of the execution.
Time Warner Cable’s involvement began with its sponsorship of the X Games Night of Film Benefit, which, hosted by X Games celebrity Ryan Sheckler, showcased the premiere of “Skate On Film” to over 500 guests, including fans and celebrities. Proceeds benefit the STAPLES Center Foundation and the V Foundation for Cancer Research.
Following the film premiere, Time Warner Cable’s presence was ubiquitous, from The Hanger, an extreme action zone and part of XFest, a 4-day event which runs concurrent to X Games, to sponsorship of the Interactive Park Community, where skating fans enjoyed the chance to skate on a professionally designed track, to providing complimentary Wi-Fi throughout L.A. Live.
The Hanger, living up to its name, became the spot for X Games enthusiasts to chill and/or get hyped up while en route to the Interactive Park Community. Upon entering the massive tent area, fans were instantly welcomed by a true-to-style X Games themed tent, including a Customization Station, where two professional graffiti artists custom tagged skating gear for a multitude of lucky guests, and the Extreme Freeze Frame photo booth, where folks could have their photos taken, receive a print-out and upload pictures onto their social media sites, then see their own photos broadcast loud and proud on the LED screen! The space also featured a Supreme Gaming Station, which consisted of two Xbox Kinects playing Tony Hawk’s Pro-Skater, carved into an awesome quarter-pipe to enhance the virtual gaming experience. Plus, to help fans enjoy XFest better, Time Warner Cable generously handed out 20,000 sunglasses!
Just a few ollies past The Hanger, the Interactive Park Community gave fans the chance to take runs on pro-designed courses, presented by Time Warner Cable. For those who dared, the Park was decked out – pun intended – with rails, pipes and skaters, oh my!
Though the event has come to an end, Time Warner Cable undoubtedly accomplished what it had set out to do: enhance the X Games & XFest experience for people who are passionate about extreme sports.
Make sure to check out on-site footage courtesy of SoCal 101!