In summer 2020 skateboarding was supposed to be in the Olympics for the first time, but despite of a strong boardsports culture, Finland faced a problem. It didn’t have a national team.
Together with the Finnish Olympic Committee and Skateboarding Association we established the potential national team and faced another small problem: most of our athletes were not into competitive skateboarding and traditional companies were suspicious of sponsoring skateboarders.
We created Chasing the Spot, a content marketing platform that brought skateboarding and the sponsors together. This way we got the national team introducing skateboarding as a lifestyle to the big audience.
The campaign included several touchpoints: media interviews and press conferences, social media content on our own, the athletes’ and the sponsors’ channels, a 10-episode TV documentary and the team’s own Olympic anthem made by famous Finnish artists. The Chasing the Spot documentary also featured in the Finnish version of Gogglebox (Sohvaperunat).
