In skateboarding, the more you skate, the more you scratch your decks. So Activision has tapped into that idea in a new campaign to promote Tony Hawk’s Pro Skater video game.

The promotional campaign from David Madrid, in collaboration with Birdhouse, has put codes beneath the paint of some limited edition skateboards, or "scratchboards," in the manner of scratch cards. Skaters just need to slide the boards enough to reveal the codes, which will redeem various in-game prizes.

The announcement was shared across Activision’s and Tony Hawk’s social media channels.  The digital videos show Hawk himself demonstrating the boards, scratching his board to reveal prizes within.

Pro skaters and influencers will receive the boards, and their followers also get a chance to win one for themselves by sharing the launch video with #ScratchBoards on Instagram or Twitter.

"Being able to work with Tony Hawk is a dream for all of us. Having one of my childhood idols approving our idea and being so nice was crazy”, commented Saulo Rocha, executive creative director at David Madrid, in a statement.

The campaign is the first work from David Madrid for Activision. The WPP shop (Ad Age's 2022 International Agency of the Year) previously worked with Activision CMO Fernando Machado when he was at Burger King parent Restaurant Brands International.