What Does Success Look Like?
Core and committed skateboarders recognizing the durability and performance aspect of the Pro Classics in a shareable branded environment that extends beyond the pop-up.
Engagement with the product as well as with online content creation and sharing that demon-strates that this campaign is able to show up within the community in a way that makes them happy to see us there.
Those who are unable to win a free pair of Pro Classics deciding they want their own pair both because of the performance aspects but also be-cause they're just cool.
Vans Pro Classics Campaign
Observation
Skateboarding is a destructive sport. Your gear, your body - everything and anything is fair game. And every scratch, tear, and scrape is a badge of honour.
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Insight
People like destroying things.
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The core of this campaign is to get 15-24 year old committed skaters to engage with the product in a unique way that demonstrates its attributes and showing up where they are. The #GetRekt campaign will accomplish this through experiences designed to mimic the sense of satisfying destruction of rage rooms, supported by social media engagement and advertisements.
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The wrecking truck will travel to local skate parks and give skaters a chance to win a free pair of Vans Pro Classics of their choosing. Competitors will enter the truck one at a time to test the strength and durability of the Pro Classics in a rage room style experience. They will have the length of one song (chosen from the Vans: Get Rekt playlist) to destroy one shoe using the tools provided. If they succeed, they will receive a keychain to either bring in store or (free)mail in to redeem the shoes of their choice in their size. The sides of the truck can be lifted or removed to reveal shatter-proof clear walls to draw the attention of passers-by as well as engage the competitors with their audience cheering them on.
More ways to win
In areas where the Wrecking Truck may not be viable, local skateboarders will still have the chance to win some free Pro Classics. Large pinatas in the shape of Vans Pro Classics and filled with winning and losing keychains (shaped like the Pro Classics) will be set up at skate parks for skaters to bust open. The ones that win will read "Vans" across the sole and the losers will say "Rekt".
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Social Posts
Vans accounts will use the hashtag #GetRekt to promote the campaign across social media platforms like Twitter, Instagram, Snapchat and more. Images and videos of the Wrecking Truck will be posted to provide clues about where they might show up next and create buzz about the experience.
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Participants over the age of 18 will be able to sign a release to allow their sessions to be recorded on video (includ-ing a slo-mo camera inside the truck). These clips will be released through Instagram, Snapchat, and Tik-Tok and the participants will be shouted out if they provide a user name for each platform.
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In addition to the images and videos promoting the experi-ential aspects of the campaign, a graphic based campaign featuring the Pro-Classics in obnoxious colour palettes will also be posted to social media platforms featuring the full slogan of the campaign: Last Longer or Get Rekt.