Memories Are a Motograph

The Challenge:

Off-road motorsports is an activity that has been in decline for more than a decade. This erosion is connected to a wide variety of factors ranging from loss of access to trails and wilderness areas due to environmentalist driven policy pressure to track closures, skyrocketing insurance costs and cultural shift.

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This market reality has had a dramatic impact on Motosport.com, in spite of realizing growth in consuming available market share from competitive brands. To continue growth we needed to influence the category as a whole and raise the ceiling.

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Strategy:

[Recapture the next generation of riders]

Motorsports is a passion handed down from one generation to another. Experiences from one’s youth largely define that individual’s view of motorsports and level of participation as an adult. This link between adult riders and kids, both within the family and beyond became a central strategic point of influence.

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The strength of this link and point of influence was determined to be directly connected to the richness of those experiences and the memories they forged. Time spent around motorsports from tailgating, to Bar-B-Qing, to collaborative maintenance, and commentary on technique was equally if not as important to riders as the thrill of riding itself and especially the approval and support of adults with their kids and professional riders amongst youth.

Motorsport product brand choices were found to be equally heavily influenced by peer association and referral. Thus, the more we could enhance social interaction and richness amongst riders, the more we could influence their buying choices.

Capture and express MOTOMEMORIES and the intense emotions embedded within them — universal moments frozen in time. Demonstrate that they are tenable, tradable currency and that Motosport.com enables and facilitates these moments. That Motosport.com enriches lives, makes MOTOLIFE experiences bigger, better richer.

This is embodied in the single truth that the passion behind moto burns most brightly in our minds eye. That riders and fans alike, live vicariously through the stories locked inside these decks of three dimensional mental stills. It was our aim, to tell these stories by rewinding their lives to these moments frozen in time — a MOTOGRAPH. Your first bike. The cross country ride across the desert with your dad. Achievements. Breakdown misadventures. Mishaps. Even Injuries.

Objective:

Own MOTOSPORT MOTOGRAPHS as conceptual, even programmatic IP, as well as the MOTOCYZE modicum, by creating Moto-relatable terms. The impetus was to anchor the convention to the broader association of the sport and thus be more readily adoptable.

Through this concept, Motosport.com identified with the values and ethos of motorsports riders. Select expressions even painted how Motosport.com was a part of someone's MOTOGRAPH. By mere association with the other MOTOGRAPHS these instances became de-facto peer influenced MOTOMANDATE for Motosport.com brand advocacy.

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Extensibility:

This idea had much longer legs than just its universal relatability. It became a contribution model driving viewers to submit their own MOTOGRAPH stories, to be shared and rated by their peers online. This was executed upon by driving to a new Motosport.com FaceBook tab that facilitated the submission and rating of both vlog and pictographic user submissions.

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This became a further catalyst by promoting top rated MOTOGRAPHS to be included in the outbound advertising and was also assembled into an augmented reality MOTOGRAPHIC annual where augmented reality brought both the annual to life as well as linked to a digital Motosport.com catalogue.

The MOTOGRAPH annual was written in journalistic story form and translated photographically with available submitted stills and/or recreated scenarios. Embedded on every spread were visual cues that when viewed through a web enabled smart phone or tablet device revealed relevant Motosport.com products, tips, training or supporting content: static or dynamic. These "smart objects" were clickable from the device and drove to the conversion destination for each augmented visualization. Instances of the devise based visualizations were parallax multi dimensional. As the viewer moved their device the images parallaxed, causing composite layers to shift as if a three dimensional experience.

An additional connection point for this concept extended to location based, experiential marketing,

taking shape as a MOTOGRAPH augmented reality wall that traveled from location to location. A seemingly static wall displayed real moto audience MOTOGRAPH submissions in large scale stills, stitched into a giant sized, compound, modular, grid wall that when viewed from above was a giant MX. Drone footage of the experience was distributed online. When passers by held their smart phone over an individual frame the still behaved similarly to those in the MOTOGRAPHIC annual. These MOTOGRAPH story recreations could also support video playback on static images.

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Trajectory:

This concept took on a life of its own with self sustaining inertia, becoming an audience owned initiative, creating an ongoing brand dialogue wherein it evolved from MOTOGRAPH to MOTOMEME.