The X Games 12 preview site needed to excite fans (extreme fans and sports fans alike) about the upcoming games in Los Angeles. It had to utilize the music of the Red Hot Chili Peppers in an unobtrusive and logical way. And it had to portray the X Games with its normal brand of innovation.



Incorporating the look from its offline campaigns with organic cut art, the site was designed for exploration. Fans clicking things like a flying hawk or a bouncing eyeball were rewarded with past video highlights. Other clicks opened different worlds for each event category (each featuring different stars).



Integrated into EXPN.com for a just a couple of weeks before the Games, this preview site drew 3,874 fans to sign up for X12 events preview emails and helped push tune-in to an all-time high.