CHALLENGE OVERVIEW:
MXSponsor.com needed a fast-moving firm that could help it launch a rock solid web technology in the action sports/motocross space. The issue was how to best connect emerging talent with national sponsors, utilizing a web platform and the most up-to-date social networking features.
THE SOLUTION :
Vision Launchers broke the project down into three core areas - Creative, Technology and Consulting. In the Creative arena, Vision Launchers developed an award-winning web design and interface. Extensive research showed the action sports sponsorship industry was dominated by one slow-moving and archaic player. MXSponsor saw an opportunity to gain traction with a grass-roots web site that would connect emerging talent with prominent sponsors. Vision Launchers developed the entire front end and back end of the website – integrating design and cutting edge information technology and coupling both with a look and feel that was core to the motocross industry.
In the Interactive Media area, VL created a heart-pounding media piece, complete with motocross-standard music and images that helped to drive the initial adoption of the site. The media piece worked brilliantly to position MXSponsor as a “good guy” in the industry – in stark contrast with the existing players – who were perceived as having little credibility in the industry.
From a Consulting perspective, Vision Launchers assisted in the areas of business model development, as well as marketing. One of the greatest assets VL brought to the table during the MXSponsor development was its outside the box thinking about business models. VL came up with a business model that turned the online sponsorship marketplace on its head and drove a high level of adoption amongst new riders and new corporate sponsors. This model came about because VL worked closely with MXSponsor management to understand the marketplace and the current user needs. Now, MXSponsor has an actual Web 2.0 working revenue model that is not based on advertising.
In regards to marketing, the big challenge for MXSponsor was to position itself as one of the “good guys” in the industry – a firm that understood the sport and its riders. To accomplish this, VL created an innovative marketing campaign that included word of mouth, interactive media and large event components. For example, at major motocross races, MXSponsor supported independent riders seeking to make the main race. This earned MXSponsor credibility in the industry as well as growing support from the sport’s independent and core riders. VL also worked with the sponsors on the site to develop innovative sponsorship programs that helped to drive membership signups and sales through the site. Riders got great gear at discount rates and companies got access to the best talent. Everybody wins.
THE RESULTS :
Vision Launchers worked with MXSponsor from concept to launch and is continuing to innovate – developing and implementing leading edge solutions in the areas of web development, interactive media and strategic consulting. The results have been very successful. MXSponsor.com is now one of the fastest growing websites in the action sports world and plans to expand and leverage its technology into other industries in the coming months. The website recently won a prestigious regional design award for best new social networking site. Since the beginning of 2007, MXSponsor has been experiencing 10% growth per month – a stat that the company President attributes the work VL did on the web and else where for the company. The bottom line result is that revenues are more than doubling every year, as is site traffic and memberships. The full range of Vision Launchers services was utilized as VL’s Web, Interactive Media and Consulting divisions worked together to put MXSponsor on the map. |
