Best Sports Mobile Application

The X Games are watched by millions. But only a few viewers are skating, snowboarding, and action sports experts. Which means that—to casual fans—the trick names called out during a run might as well be a foreign language. Our challenge: decode the tricks of X Games so that casual sports fans could understand what they were watching and become bigger fans. We created Trick Track, a feature of the new XGames.com and X Games apps which uses real-time data and 3D models to display an athlete’s run as it happens—listing tricks by name and giving fans a simple explanation of what they actually mean. Trick Track appeared on the new XGames.com and X Games apps, helping raise site visits by 72%, page views by 99%, and time spent by 57%—and opening the door for casual viewers to actually understand why X Games athletes are so incredible.

Contributors:

Worldwide Chief Creative Officer:	Gaston Legorburu
VP Global Brand Strategy:	Darren McColl
North America Chief Creative Officer:	Gary Koepke
Executive Creative Director:	Juan Morales
Creative Directors:	Andrew Goldstein, James Allen, Eddie Gomez
Associate Creative Directors:	Alex Martinez, Valter Klug, Cass Crockatt, Lance Garcia
Senior Designers:	Hugo Broche, Mauricio Carrasco, Francis Ferrazza
Art Director:	Andres Betancur
Information Architect:	Monica Cleves
Sr. Manager Interactive Program Management:	Flavio Sonis

SAPIENTNITRO

Location: USA