Article analysis 9: Leaving childhood fantasies for Danny Macaskill
Sport code: Free style BMXing
Source: Ad week
Date 20/05/2014
A bike stunt video shot in Edinburgh amaze audience around the world attracting more than 25,025,363 YouTube Hits. Danny MacAskill Mini film stunt Inspired Bicycles was on of you tubes most viewed videos.
Danny MacAskill is a professional street trials rider for Inspired Bicycles LTD, born and raise in Dunvegan on the Isle of skye, Scotland.He give up his job as a mechanic so he could ride full time this pro cyclist has been ridden for more than 12 years and now lives in Glasgow.
When his friends had released a 5:30 minute street trials video on You Tube set to '' The Funeral'' By the Band of Horses where he has shown he a bit more than just an ordinary rider. Danny become famous overnight after the film produce by his flat mate Dave Sowerby, "Inspired Bicycles" Got a hundred thousand views overnight and as of today has been watch over a million times around the world. The world went crazy after seeing Danny attempt the impossible bike stunt on a never before perform level.
Danny said " My mum used to get pretty sick of the police always being at the door with me because
i use to jump on poeple walls with my bike and couple of time i was sent to children's panel. He told BBC Scotland. Since then he has now done demos for the police who are working with community projects to inspire trouble youths not to drink alcohol or do drugs His pretty happy that he stuck at it.
"Try to make the most of life" danny's motto he was recently nominated for the Laureus World Sports Award as Action Sportsperson of the Year. He has broken his collar bone twice within the ;as five months and said he couldn't wait to get back on the bike again.
Marketing perspective He made some decent life clanging decisions when looking for Sponsors. Signing up with RED BULL is the best choice for him for sure. 68 weeks they shoot a mix of fantasy, memory and dazzling bicycle stunts and the video were watch by over 60 million poeple. MacAsskill wears a Red Bull helmet, But the brands presence is never too intrusive. The video wins as entertainment and these pumps up its value as branded content.
Red Bull has been sponsoring gifted athletes in diff rent kind extreme of sports> Videos sponsored by them are extreme, adventures and very inspiring. The way Danny MacAskill wanted to be and succeed on it.
Management perspective There some unique ways and strategies to film such an outstanding video. What a brilliant idea reflecting dreams into a reality. Not only it catches the eyes of kids teens everyone will just get sucked in to it because of its awesomeness and inspiration when watching it. This well persuade youngsters to never grow and make you realize how beautiful is it make your dreams came true
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