For 2016, TEN worked with Pepsi Co. to transform an established event series into the most authentic multi-platform action sports lifestyle franchise in North America. The reimagined media brand featured a groundbreaking, first-ever event format in Long Beach. This included a newly created team-based competition, which engaged endemic brands and attracted new athletes. The competition also ushered in an innovative course design and progressive contest structure.
With a digitally lead and socially amplified “Always On” year-round content strategy Dew Tour’s content is also distributed through a select group of TEN’s authentic vertical brands, resulting in a massive increase in social media touch points and engagements. More than 25,900 on-site attendees, 1.3M+ Live-Stream minutes watched, 113M+ Social Media Impressions and 221M+ PR Impressions prove this year’s evolution raised the bar for action sports experiential marketing activations.