FRAM kicks it at inaugural X Games Austin

July 15, 2014

FRAM, a leading U.S. oil filter brand, took its DIY mindset on the road to Austin, Texas, in June for the 2014 Summer X Games

More than 200 athletes across skateboard, BMX, Moto X, Rally and Stadium SUPER Trucks descended upon the Circuit of the Americas (COTA) in Austin for four days of competition and entertainment – including nightly concerts featuring the talents of Dillon Francis, Pretty Lights, Mac Miller, Kanye West, The Flaming Lips and more.

Richards Partners helped make the most of FRAM’s sponsorship of the event. We worked with event organizers from X Games, ESPN and Connexions Sports and Entertainment to ensure that FRAM’s message of doing auto maintenance the right way came across in all on-site activation.

FRAM orchestrated a competition for spectators near the Grand Plaza Entrance at COTA, challenging fans to race head to head to prepare for a rally kart drive, complete with authentic competition karts. Daily cash prizes and a grand prize of a Brian “The General” Deegan authentic race-worn fire suit kept the competition fierce throughout the weekend.

Fans overtook the FRAM booth at every autograph signing for X Games legend Brian Deegan – the most decorated freestyle motocross rider in X Games history and a hardcore FRAM brand ambassador. Fellow Metal Mulisha athletes Jackson Strong and Ronnie Faisst also entertained fans at the FRAM booth, while 15-year-old newcomer Mitchell DeJong – a 2014 X Games Austin gold medal winner – stopped by and treated fans to photo-ops with his newly won gold medal. Remember that name, folks; Mitchell DeJong is the next big thing in action racing.

FRAM’s four days on site resulted in invaluable engagement with the 60,000 fans attending X Games Austin, including: 

  • Hundreds of competitions (complete with data capture)
  • Thousands of FRAM-branded giveaways (sunglasses and sunscreen were a hit in the Texas heat)
  • Quality earned media attention from ESPN, Sports Business Daily, and Motorcycle USA, among others. 

Until next year, Austin. #DOITRIGHT