The Challenge:

Off-road motorsports is an activity that

has been in decline for more than a decade. This market reality has had a dramatic impact on Motosport.com. To reignite 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] Define Motorsports as a passion handed down from one generation to another. Experiences from one’s youth largely define that individual’s view of motorsports & level of participation as an adult. This link between adult riders & kids, both within the family & beyond are a central strategic point of influence. ​The strength of this link & point of influence is directly connected to the

richness of those experiences & the memories they forge. Something Motosport could become the facilitating agent of.

 

The Intention:

Monetize these MOTO-MEMORIES & the intense emotions embedded within them, universal moments frozen in time, tradable brand enabled currency, enriching lives, making MOTO-LIFE experiences bigger, better, & more durable.

 

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 mental stills. Then express & share these moments frozen in time— a MOTOGRAPH.

Objective:

Own MOTOGRAPHS as programmatic IP, as well as the MOTOCYZE modicum, by creating Moto-relatable terms. Through this concept, Motosport.com identifies with the values & ethos of motorsports riders.

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Extensibility:

This idea has much longer legs than just its universal relatability, as a contribution model driving viewers to submit their own MOTOGRAPH stories.

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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.