• by Tameka Kee , May 15, 2008

Oakley has tapped Brickfish to launch "Create Your Own Oakley Diorama," a user-generated content (UGC) campaign that lets action sports fans craft a visual homage to themselves in the midst of surfing, skating or ripping it up motocross-style.

Available at www.brickfish.com/oakleymyway, participants can design their diorama with a graphics program, or build it offline and upload a photo or video. With San Diego-based Brickfish's proprietary social media ad platform, users can share, vote and comment on each other's submissions, and Oakley gets analytics data from every interaction.

The entrant with the most votes will win his or her choice of sports gear (including apparel and surfboards) autographed by Oakley-sponsored athletes like wakeboarder Keith Lyman. Other prizes will be awarded to the first, second and third runners-up, and for the most viral entry.

"Create Your Own Oakley Diorama" is the sports lifestyle brand's latest social-media based initiative. In recent months, Oakley has launched promotions on Loop'd, an online community where action sports athletes and fans connect (and earn sponsorships), as well as developed MySpace pages for various product lines.

According to Brianne DeWeese, Foothill Ranch, Calif.-based Oakley's public relations manager, social media is a prime way to reach the younger end of the brand's wide-ranging target audience. As a label under the Luxottica Group S.p.A. umbrella, Oakley's products are geared toward sports enthusiasts of all ages--with varying degrees of discretionary income. But online campaigns like the "Create Your Own Oakley Diorama" are "more focused on youth that follow current sports trends," DeWeese said.