www.ridecrystal.com
This visually arresting specialty sub-site is geared toward young snowboarders.  Recognizing that boarders are an increasingly important market segment, ridecrystal.com gives them what they’re looking for.  Quick read, visual excitement and news they can use.

This site also incorporates a strong viral component, encouraging visitors to connect with others via a message board and show off their own abilities by posting photos and videos. They can also e-mail page links to friends directly from the site.  It is an online community that attracts like-minded boarders that build Crystal’s image in a way conventional advertising cannot.