The campaign's creative is based around the sport of , described as an "accessible extreme sport in which competitors with handsome beards and beautiful wedding dresses tear down hillsides in pursuit of ladyboarding glory".
The campaign was planned, produced and seeded by viral agency Rubber Republic.
The creative concept in the viral, which launches in the UK, France, Italy and Germany, is extended through an arcade-style ladyboarding game, ActionCam infomercial, interview with one of the sport's prime exponents and a selection of wallpapers.
The Oregon Scientific ActionCam is hands-free, shock-resistant and waterproof. Its makers boast that it can be mounted on anything, recording any kind of action anywhere.
Aylin Burnham, European marketing director for Oregon Scientific, said: "Venturing into virals is a new departure for us but we're very excited at the potential of this campaign to reach new markets and showcase this great product".
Kirk Hullis, account manager at Rubber Republic, said: "Working on a campaign that has a broad range of assets and in multiple languages allows us to use various methods to contribute to the awareness online of the ActionCam -- be that through casual gameplay, YouTube video views or exclusive publisher deals to embed the game.
"We're chuffed to be working with such a great product".
.jpg)
.jpg)