A cocktail order comes in, and a bartender does not reach for the shaker. A pro rider does. The drink gets “shaken” by performing the very snowboard trick it is named after, then handed over fresh to the guest who ordered it.
That is the core of SSX Shakes. A small, invitation-only pre-launch event in Belgium created to generate extra buzz and free press for EA’s SSX extreme snowboarding release on PlayStation and Xbox 360. Duval Guillaume Modem (Antwerp) stages the night around mood and shareability: music, a slope setup, a cocktail bar, riders, and hands-on game play.
How the mechanic turns into media
The mechanism is deliberately tight. Cocktails are named after specific snowboard tricks. Guests choose one. Riders perform the corresponding trick while holding the shaker, then deliver the finished drink. After the event, every blogger and journalist receives a personalised video showing the making of their own SSX shake, packaged for easy sharing with friends, fans, and followers.
In European games marketing where launches depend on earned coverage, the best activations create a photogenic proof point and a ready-to-publish asset for every attendee.
The real question is whether you can hand every attendee a personalised, ready-to-post asset that still feels native to the product story.
Why it lands
It collapses three jobs into one moment. It entertains in the room. It proves the SSX fantasy of trick-driven adrenaline in a physical way. Because the trick is also the “shaker”, the camera captures that fantasy in a single, explainable shot. Then it hands each guest a personalised piece of content that makes sharing feel like showing off a story, not doing a brand a favour.
Extractable takeaway: If your goal is buzz, do not just invite press to watch something. Give them a personalised, category-native moment that can be posted as a complete narrative, without extra editing or explanation. By “category-native”, I mean it uses the category’s own cues and rituals so the story makes sense without context.
What to steal for your next press and influencer activation
- Build one iconic “single frame”. A rider mid-trick with a cocktail shaker is instantly legible. Your activation needs a moment people can recognise in a second.
- Make participation the content generator. The guest’s choice determines the trick and the drink. That turns attendees into co-authors of the footage.
- Personalise the output, not the invitation. The personalised video is the real multiplier. It gives each person a reason to share that is about them, not the brand.
- Keep the mechanic on-brand. Tricks are not decoration here. They are the core of SSX, translated into a bar ritual.
A few fast answers before you act
What is SSX Shakes in one sentence?
A pre-launch event where SSX-themed cocktails are “shaken” by pro riders performing the matching snowboard trick, followed by personalised recap videos for attendees to share.
Why does the personalised video matter so much?
Because it turns attendance into distribution. Each guest leaves with a finished asset that is already framed for social sharing and blogging.
What is the brand objective behind a concept like this?
To generate earned media and social reach before release by creating a highly visual, retellable moment tied directly to the game’s core fantasy.
How do you adapt this if you cannot produce personalised videos?
Keep the “one guest, one ready-to-share asset” rule, but simplify the output. Capture a short, branded clip or photo that features the guest’s choice and the hero moment, and deliver it to them in a format they can post immediately.
What is the main failure mode if someone copies this format?
If the “hero moment” is not instantly understandable on camera, the event can be fun in-person but produce weak content, and the earned media engine stalls.
