WRC – Ken Block and DC Shoes Break Viral Video Records Thanks to Gymkhana 4

January 25, 2012


What began with Gymkhana 1—a practice video of DC athlete Ken Block behind the wheel of his car, roasting tires, logging seat time and having fun—has evolved into the Gymkhana franchise of viral videos, which have now successfully dominated the web as the most shared viral video series ever.

The DC Gymkhana franchise has grown to have 140 million views in total between all four videos combined. According to Mashable.com’s Viral Video Chart, Gymkhana FOUR was the most shared viral video ad of the year. Both Gymkhana THREE and FOUR have been in the top five viral ad campaigns since making their debut online, with the views and shares continuing to grow.

In addition to being one of the most innovative forms of advertising in today’s digital world, the Gymkhana series was created without the use of an outside ad agency. All marketing and public relations outreach has been handled internally by Ken’s teams, which has ultimately proven to be a powerful wakeup call for huge corporations working with big-name ad agencies and budgets as they attempt to create viral campaigns with similar levels of success.

“I was stoked when I found out that GYM4 was the most shared viral ad of 2011,” said Block. “Obviously this franchise has been a lot of fun for me in terms of coming up with the ideas, executing them and, of course, driving. But, to have the campaign be such a success is a huge thing for myself and DC, because it means that we’re doing something right in a very competitive field. I can’t wait to get started on filming for the next installment!”

“The success of Gymkhana FOUR in 2011 was insane. It really opened our eyes to the power and outreach of viral marketing. The incentive and drive to create an even more outrageous video for Gymkhana 5 is in full force, and I can’t wait for our fans to see what Ken delivers this time around. Congrats to Ken for his talent, success, and for always pushing the boundaries and reminding us what we are capable of,” said DC VP of Marketing, Jeff Taylor.

DC Shoes would like to congratulate Ken Block for his continuous innovation and success in sports, marketing, and now the world of viral videos.

For additional information on Ken Block and Gymkhana FOUR: The Hollywood Megamercial, please visit www.dcshoes.com/gym4.

About DC x Ken Block Gymkhana: 
The DC x Ken Block Gymkhana franchise of videos is one of the most successful viral video contents ever produced from the action sports, footwear and auto industries. Since the first Ken Block Gymkhana Practice video was released in 2008, the Ken Block Gymkhana video series on YouTube has gained over 140 million views worldwide and has won ten prestigious viral video awards. The Gymkhana THREE video reached 1 million views in less than 24 hours after being unleashed on the public, creating a bona fide YouTube phenomenon.

About DC:
Founded by Ken Block and Damon Way in 1993, DC quickly grew to a leader in performance skateboarding shoes and renowned action sports brand. Today DC stands as a global brand whose product line has expanded to include men’s, women’s and kids’ skateboarding and lifestyle shoes, apparel, snowboards, snowboard boots, outerwear, and accessories. As one of the cornerstones of its marketing strategy, DC has built a world-class team of professional skateboarding, snowboarding, surfing, BMX, motocross and rally athletes that exemplify and enhance DC’s brand, develop its signature products, and support its promotional efforts. DC is a subsidiary of Quiksilver, Inc.

About Ken Block: 

Ken Block’s rally career began in 2005. His skill and car control became quickly apparent and Block aptly nabbed Rookie of the Year in the Rally America Championship. Since then, Block has continued to race in the series, boasting a healthy number of podium appearances, as well as X Games medals. In addition to his performance in the car, Block has been a driving force in shedding light on the sport within the United States. Block co-founded DC Shoes, a worldwide leader in performance skateboarding shoes and a renowned action sports brand. His keen branding and marketing acumen not only elevated DC to their current eminent status, but has allowed Block to achieve global fame as a national rally driver through his wildly successful viral video campaigns. Ad Age named his “Gymkhana TWO” the No. 4 Viral Video of 2009. In January 2010, Block signed with Ford Motor Company to campaign both the Rally America series and the World Rally Championship, being the first American to do so.


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