Quiksilver Eddie Aikau

So you’re looking for a brand that’s full of adventure and is doing a great job with interactive branding? You need not look any further.

Quiksilver just launched a live feed of the Eddie Aikau Invitational in Waimea Bay, Hawaii. For those of you that don’t know, this event is known as the “Super Bowl” of surfing. Not to mention it’s awesome to watch. The massive 15-18 ft waves provide drama that’s intriguing to both surfers and non-surfers alike.

The competition obviously attracts the seasoned surfer but also appeals to the adventurous rock climber who has never even been to the beach. Such commonalities solidify why marketers really need to appeal to mindsets and not just demographics. Both groups, surfers and non-surfers, are daring, courageous thrill seekers looking for their adrenaline rush. Furthermore, both will be likely to hit up their local surf shop or Pac Sun retailer looking for the latest Quiksilver gear.

With the rise of UStream and other live streaming websites, hosting content like this has become increasingly popular and easily accessible. So, why is it that more marketers aren’t taking advantage of such a tool? It’s true that you can’t control every detail as in a live photo-shoot, not to mention mistakes are made on the fly. The Quiksilver event has been no exception. The broadcast has been littered with some mishaps: queuing the wrong video, long waits between rides, confusion between the broadcasters. All of it, however, seems to appeal to the authenticity of the brand and adds value to the event.

In our opinion, Quiksilver has nailed this one and we’ve been sitting here watching it for half an hour. Oh well, I guess it’s time to get back to work.

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