FUEL TV
Goal: Introduce a subscription-based action sports lifestyle channel to a young, hard-to-
reach audience who are not old enough to order it or know what it is exactly. Solution: A
DVD sampler of channel content and a likeable character to help distribute it with the
tools kids need to influence their parents to order the channel for them. Result: An action
sports icon that created a cult following and instant credibility amongst it’s core audience
and industry leaders.