In all honesty I think this is just a really poorly thought out product/business plan, IF they are serious. There's just no way WESC has anywhere near enough market presence to pull of such feats outlined in their video - it is impossible, 'nuff said.
On the other hand, if they intend it as a marketing program it's not bad. The point is that the point of this "product" is neither innovation or creativity as they claim in the video, but rather a ploy to spread the WESC name on the web through exactly this kind of attention.
As a final note, the comparison they make with Nike+ is just atrocious. Another reason to believe this is a joke/marketing (not a bad marketing ploy might I add), but otherwise I would just attribute this to stoned skaters that just happen to be running a business.