The 25th anniversary of Sonic The Hedgehog needed a moment to launch the brand back into culture and catapult the release of the coinciding video game title Sonic Generations.
To solved this, we latched onto one of the seminal breakout elements of the Sonic franchise, and nostalgic 90’s trend, Skateboarding to develop the launch concept.
The result was Sonic Generations of Skate, a halfpipe competition bringing together the best skaters in the world, from 3 different decades to celebrate the heritage of the sport, pay homage to their love of Sonic The Hedgehog, and generate conversation and buzz for the game during its launch week.
The event featured pro-skaters including Tony Hawk, Andy MacDonald and Steve Cabiellero, and was a compelling enough moment that we packaged it and sold the concept as a broadcast moment to Fox Sports which ran on the network more than 15 times over the course of the year.
The result was a moment that captured the attention of the video game and entertainment world, generating more than 350 million earned impressions, helping catapult the game to more than than 1.8 million copies sold in its first year. Additionally, Sonic Generations of Skate became a platform for the brand that continued for multiple years to launch new games and engage fans.
Strategy: Scott Durday
Creative Direction: Scott Durday
Event and Broadcast Production: Rick Bratman, ASA, FOX
We launched the skate events of skate events, alongside legends and icons in front of thousands.