DC Shoes' phenomenal new "Gymkhana Two" video featuring rally legend Ken Block went into viral overdrive last week, nailing the 9th spot in highest views of all videos on YouTube. The new video - loaded with insane stunts, crazy explosions, and a guest appearance by Rob Dyrdek - finished the week with over 2 million views.
DC partnered with Cuker Interactive to develop www.dcshoes.com/gymkhanatwo, a state-of-the-art site that showcases the new video. The new site gives users exclusive behind-the-scenes info, gallery photos, downloads, and the specs on Block's now-famous machine, the high performance Subaru Impreza WRX STI. The site also features a collection of Gymkhana Two products inspired by the Gymkhana experience.
Cuker also developed a full-range integrated marketing campaign to support the video and website, including a comprehensive search strategy that ensures DC's top rankings in Web searches for the video. A full-force viral campaign was also implemented to create awareness for the Gymkhana 2 project and drive traffic to the new website.
The results of this multi-channel marketing assault have been dramatic. Not only did the video crack the Top Ten of YouTube - the Gymkhana 2 site has seen a substantial increase in traffic and the video is receiving significant viral buzz online.