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JalmarKalmar
April, 2024

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Free shit Friday 3.O'Neill

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00000000
Posts: 11075 - Karma: 82,508
I had the pleasure of spending yesterday afternoon & evening talking business (over beers and burgers, of course) with the totally awesome Jimmy Adams from O'Neill. We chatted about skateboarding, we chatted about the Olympics, we chatted about winter plans and backyard setups, but most importantly, we chatted about the Newschoolers x O'Neill collab jacket (which is looking like the sickest piece of product we've ever put out).

The one question we kept asking ourselves though was this -- how do we promote the jacket in a way that is actually enjoyable to consume and that gets people pumped on the gear. Obviously the end goal is to pus the product, but we want to do it in a way that doesn't piss you guys off, but gets you excited to see the next ad / banner / contest / etc.

What we're giving away:

A 2012/2013 Newschoolers x O'Neill jacket, size large.

Click for larger image


Two ways to enter the random draw:

1) Convince us, using video (Youtube, Instagram, Vine, Newschoolers, etc.) that you deserve the jacket. Super vague, but that's the point -- we want you to get creative.

2) Tell us how you'd like to see Newschoolers x O'Neill jacket promoted. Do you want contests? Banner ads? Pre-roll videos? Do you want to see member generated content in the promo? Do you want a totally animated video? You get the point -- tell us what you want, no matter what that may be.

GO!

PS: I'm still hungover from yesterday, so don't mind the typos. Next one's on me Jimmy!

PPS: Free shit Friday 2.0 packages will be going out this afternoon.
Jul 19 2013 2:34PM
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00000000
Posts: 11075 - Karma: 82,508
Stupid posts will be deleted as per usual!
Jul 19 2013 2:38PM
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Mag
Posts: 8155 - Karma: 14,809
At the rate these prizes are increasing, free shit friday 4.0 will be giving away newschoolers.
Jul 19 2013 2:40PM
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00000000
Posts: 11075 - Karma: 82,508
What can I say, I like to hook up members who hook us up with feedback! Power to the people yo
Jul 19 2013 2:46PM
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Nessie
Posts: 89 - Karma: 86
I really like the idea of a totally animated video.
Jul 19 2013 2:51PM
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M.M
Posts: 1696 - Karma: 4,490
banner ads are good in my opinion just anything but ads before videos


Jul 19 2013 2:56PM
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Mag
Posts: 8155 - Karma: 14,809
^agree with this

I think the best form of marketing is doing an on3p style photoshoot, with the ns pinknames wearing exclusively the ns/o'neill coat

Jul 19 2013 2:57PM
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ONeill.
Posts: 9 - Karma: 1,014
Really wanna see someones best 15second vine or insta NS X O'Neill commercial submission. could be rad.
Jul 19 2013 3:01PM
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ONeill.
Posts: 9 - Karma: 1,014
total animation costs hella $$.. why not!
Jul 19 2013 3:04PM
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00000000
Posts: 11075 - Karma: 82,508
We know a guy ;)
Jul 19 2013 3:05PM
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Mag
Posts: 8155 - Karma: 14,809
Is this who you're referring to?

Click for larger image
Jul 19 2013 3:07PM
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ohboy
Posts: 1177 - Karma: 2,528
How long do we have to create this?
Jul 19 2013 3:07PM
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00000000
Posts: 11075 - Karma: 82,508
Great question! Let's go with a week? Does that work with everyone?

And FYI, I have a bunch of other random Newschoolers and O'Neill gear to hookup if enough people post some quality stuff!
Jul 19 2013 3:11PM
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CaptainObvious.
Posts: 5711 - Karma: 20,627
Ok, so here's my idea for a NS commercial that could easily roll the collab in. I don't know how feasible this would be, but I think it would be awesome.

Round up some of the most well-known and active NS members. Most likely the people whom everyone knows. Get them all in a common place. Obviously off the top of my head would be a mountain on their skis, but that's a bit more of a task. Best thing that comes to mind is a campfire. Get them all together around a campfire. Drinking beers, shooting the shit, and meeting people they've only known virtually before. This will happen organically as many of the people on here have several key shared interests. Cut the video with close ups of the members as they're having a good time and they will be wearing a "Hi, my name is" sticker with their aliases on it. Put faces to the names we all know, love, argue with, and generally treat like family. Cut that up with people telling ski stories and sharing laughs as usual. Pan out and show the whole scene with everyone around the fire. Pop each of their aliases above their head, then fade them out. Across the screen, tagline the following words:

"Newschoolers: a family like you've never chosen before."

Followed by:

"Introducing our Newschoolers/Oneil collab jacket. Show that you're part of the family."
Jul 19 2013 3:21PM
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ONeill.
Posts: 9 - Karma: 1,014
totally..
Jul 19 2013 3:23PM
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.squirrely.
Posts: 7563 - Karma: 7,540
brilliant
Jul 19 2013 3:24PM
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ONeill.
Posts: 9 - Karma: 1,014
amazing. Someone in this community will be the genius behind a great idea for a great collab.

Jul 19 2013 3:28PM
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Turkelton
Posts: 2829 - Karma: 8,558
Amazing idea, could work.....
I call being in it
Jul 19 2013 3:29PM
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Mag
Posts: 8155 - Karma: 14,809
I call skiierman being in it
Jul 19 2013 3:36PM
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Turkelton
Posts: 2829 - Karma: 8,558
I call you being in it, biggest poster from UK defo
Jul 19 2013 3:47PM
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Mag
Posts: 8155 - Karma: 14,809
I'd love to, if you're buying haha.
Jul 19 2013 4:09PM
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snowfinder
Posts: 2729 - Karma: 33,026
to promote the jacket.

-Make an edit with that little ripper Aspen Spora sporting the jacket.

-Web banners work great.

- News release about it on NS homepage.

-Maybe some adds in the mags from O'Neill showcasing the jacket.

-Photoshop contest best skier put in to a surf wave/ surfer put in to snow.

Why I should win it.

I have had the same jacket since 2007 and it smells really bad and it looks really bad, and I would make  edits rocking that jacket to help promote it further.
Jul 19 2013 4:18PM
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byubound
Posts: 1636 - Karma: 9,870
I dont think it would be feasible to gather that many people from around the world. It would, however, be awesome to get alot of the more popular members to send in like a tiny video clip of them saying saying something and holding up their username, and maybe some little clips of them skiing too, hopefully in the jacket. It could be a cool montage commercial
Jul 19 2013 4:20PM
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gravel
Posts: 5479 - Karma: 41,493
User created content is the best idea in my mind. I think that classic direct advertising is too blatant and that banners, pre-video ads, etc. won't work very well because they just get in the way.

I imagine something that would be great would be an edit centered around a rider in that jacket. Imagine it to be like product placement.

Rough Outline of the edit (sorry that this might sound like camera jargon to some people):
- Opening lifestyle shots of a rider grabbing his gear, emphasis on shot of him grabbing the jacket and putting it on
- Lifestyles of the rider driving to the mtn or on a lift with some macro/lens whacking of different parts of the jacket spliced in (Check out 0:55 in this video for an idea of what I mean https://vimeo.com/32892147)
- Generic establishing shot with the NS logo, the O'Neill logo, and Llama/Spork logo (basic idea)

Click for larger image

- Actual skiing starts...
- During actual edit have a bunch of shots of the rider using the jacket (maybe a close up of him opening a zipper or something to get his phone to take a picture of another rider?)
- Lots of laughs and smiles, more of a feel good vibe than a technical-obsessed banger edit
- After skiing, close with the rider hanging up his gear, end on a shot of him hanging up his coat and walking into the background (out of focus, focus stays on the jacket) and the rider grabs a beer or something and sits down and chills - Overlay logos of NS and O'Neill.


Here's a good idea of the type of video that I'd imagine, at least the "lifestyle" aspects of it, since there would be skiing, too.



Why do I think it's the best?

- Gets the community involved - NS rider(s) in the edit, filmer should be an NS producer, etc.
- Isn't blatant advertising - Banners and pre-video ads are forced advertising, this is basically just product placement
- Viewer wants to watch this video - People will choose to and WANT to watch a short edit of an NS rider slaying, which can't be said about any formal ads
- Still gives a chance to show the versatility and technicality of the jacket - It's in good use!


Perfect way to promote great gear!
Jul 19 2013 4:25PM
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byubound
Posts: 1636 - Karma: 9,870
Actually, it would be cool if all the people in the commercial just said something they love about the newschoolers community. Make sure the ad is like 50/50 talking and decent skiing, and actually has good editing, so people watch all the way through. I think it would be better to have more popular members ski versus pros or anything like that, cause it would make the add seem more connected to the community
Jul 19 2013 4:30PM
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SnowMiser
Posts: 801 - Karma: 3,150
Aside from giving this jacket away on "Free Shit Friday," you should flow three jackets to three up and coming Newschoolers (potentially user voted) and have them stack shots. Then have them collaborate shots (maybe send them to a third party filmmaker from NS, someone like Andrew Keyser [creator of the Beast Coast series]) to create a super nice mega-edit. The hype concerning this edit, being built essentially by the community for the community will do wonders for spreading the word and the edit itself will achieve nice proliferation as well.

With active forum involvement concerning the rider selection, filmmaker selection, etc. this thing would hopefully snowball into a hype train.

As Evan Williams said in that last interview (thanks btw, I enjoyed it thoroughly), action sports marketing is becoming increasingly production based, hence the success of Evan Williams edits and the Nordica AM team. I think promotion for O'Neill's new jacket would be successful should it follow a similar campaign.
Jul 19 2013 4:33PM
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Static
Posts: 8496 - Karma: 4,090
shoot candid youtube prank style videos where you run up to random people from behind and pull the zipped up coat down over their head and torso to watch them squirm or struggle or freakout or whatever
Jul 19 2013 4:39PM
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4-Front
Posts: 5306 - Karma: 199
2) I want to see something very simple. The most important thing for me when deciding to buy a jacket is to see how it fits on someone else while skiing. If the skier has some nice style doing some nice tricks with some up close clips of the jacket that is how I decide if I will consider buying it. It is very nice to see how the jacket looks while skiing rather than just seeing pictures of someone wearing it. Have a video good rider well fitted in the jacket, i'm much more likely to purchase.

So just make a short 2 min video of a good stylish skier wearing the jacket hitting a few rails and jumps.
Jul 19 2013 4:44PM
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Chubz.
Posts: 13918 - Karma: 25,658
Jul 19 2013 4:46PM
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McMillett
Posts: 21 - Karma: 56
This.
Jul 19 2013 5:00PM
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YoungJ
Posts: 447 - Karma: 883
Call up malcolm and have the shredsauce guy rocking the jacket with a little advertisement
Jul 19 2013 5:02PM
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SnowMiser
Posts: 801 - Karma: 3,150
Wow. so simply perfect
Jul 19 2013 5:03PM
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Ski_The_E
Posts: 1036 - Karma: 944
Put banner ads on Shredsauce.
Jul 19 2013 6:02PM
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SEEL
Posts: 1033 - Karma: 1,082
-You could make a virtual copy of the jacket and get malcom to put it on the Shredsauce guy.

-Get the North Koreans to invade north America wearing the jacket red dawn style.
Jul 19 2013 6:04PM
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t_rob
Posts: 6433 - Karma: 11,458
I don't know what this means.
Jul 19 2013 6:06PM
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Fun_dip
Posts: 2623 - Karma: 913
To promote: Get as many skiers as possible(admins and mods preferred, but blue names could do) and do something similar to the SkatewithFriends thing (check The Berrics instageezy) where you guys are all doing the same trick ie group back flip or hitting a box/rail in close succession. While you guys are wearing the jacket.

Why I deserve it: My mother's maiden name is actually O'Neil and my name is Neil.
Jul 19 2013 6:19PM
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*ninja*
Posts: 2108 - Karma: 1,143
- If you get blake steve to ride in that i bet a lot of people would buy it.
Jul 19 2013 6:20PM
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Jaimee.
Posts: 846 - Karma: 87
I really like this idea, as well as the one of gathering NSers together and shooting it that way, but this is much more feasible.

Jul 19 2013 6:25PM
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MACK.
Posts: 1230 - Karma: 1,892
get naked girls wearing it
profit$$$
Jul 19 2013 6:28PM
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-Robert
Posts: 2000 - Karma: 1,492
Awesome idea.
Jul 19 2013 6:52PM
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Mr.Huck
Posts: 6096 - Karma: 14,893
My contrib:


Jul 19 2013 7:12PM
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Brule.
Posts: 3852 - Karma: 5,680
Have the corporate guys wear the jacket to the office for one day and have a person with a camera film that whole day at the office wearing that specific jacket. Also, have a few O'Neill athletes ( i.e. David Wise, Aspen Spora) ski in that jacket on the hill for a day.
Jul 19 2013 7:38PM
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Lemuel
Posts: 14477 - Karma: 10,516
For promotion? I'd like to see a contest where everyone uploads a video of the infamous holding-hands-360. This is an idea I have had for a few years. Of course since it is summer and only a handful of us have access to skiing, members can do it on anything (trampoline, bikes, whatever). Of course, the more people the better, and obviously most casualties would win a jacket.
Jul 19 2013 7:43PM
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mkski31
Posts: 129 - Karma: 576
1. sponsor a bunch of new athletes that slay
2. have them create edits maybe even a web series with them wearing the jacket
3. roll in $$$$

I also like the idea that someone else said about having Malcolm put the jacket on the Shredsauce skier

Jul 19 2013 7:44PM
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00000000
Posts: 11075 - Karma: 82,508
Please refer to the post script ;)
Jul 19 2013 7:52PM
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*ninja*
Posts: 2108 - Karma: 1,143
laughed out loud
Jul 19 2013 8:00PM
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ohboy
Posts: 1177 - Karma: 2,528
Ehh, I'm not super creative but I try. C'mon NS, you know you want to give me the jacket.


Jul 19 2013 8:08PM
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Lachie.
Posts: 356 - Karma: 1,550
contests would be really good because it's good promotion. like share and win comps on Facebook and stuff like that.
Jul 19 2013 8:35PM
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Matthew_Denham
Posts: 384 - Karma: 1,267
Just a brainstorm:
-Shredsauce competition similar to the on3p contest, give away jackets to top 3 or something.
-Banner ads on:Newschoolers, Shredsauce and possibly popular skiing brands.
-Video ads on Newschoolers videos featuring a professional skier sporting the jacket and throwing bangers.
-Mentioned earlier, but have the Shredsauce character wear the jacket.
-Video contest that gives away prizes to top 3 such as stickers, gloves, t-shirts and winner gets the jacket.
-Extremely hot women wearing the jacket seductively in a photo shoot.
-Ads in multiple skiing magazines.
-Other competitions where first place winner could get a jacket:
~Best trick competition.
~Most talented up-and-comer.
-Put out posters to be displayed in ski shops or purchased with a skier doing something gnarly off a massive booter with the jacket on.
Jul 19 2013 9:28PM
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