• by Karl Greenberg , June 28, 2010

ESPN is launching a new campaign today as it prepares for the Summer X Games 16 in Los Angeles.

X Games competitors are known for their invention of new tricks, and each year, X athletes hope to wow fans with their most difficult stunts to date. Where can fans see the tricks before the athletes perform at Summer X Games 16?

The new campaign shows the fans' attempts to capture secret footage of the athlete's practicing their never-before-seen stunts prior to the X Games event.

Each "whistle blower" has stumbled upon the X athlete in his natural habitat. As the fan attempts to record video footage of the new trick, various obstacles arise. The spots and a print poster show the fan becoming extremely paranoid about being caught.

The campaign consists of four spots, four event posters, several rich media banners on ESPN.com and videos on youtube.com. Each of the four event posters contains a QR code that unlocks special content captured by the "whistle blowers."

The X Games athletes featured in three of the spots include Blake "Bilko" Williams (Moto X), Ken Block (Rally Car), Anthony Napolitan (BMX).

The event will be held in Los Angeles from July 28-August 1 and will be broadcast on ESPN HD, ESPN2 HD, ESPN3.com and ESPN 3D.