Red Bull
Red Bull was a chance to see a 360 brand up close. From product launches and events to contests and PR ideas, I got to work on everything. Here are some of the highlights.
4 years of launch campaign running
6,000 people submitted ideas, Best Ad Contest
TOTAL ZERO LAUNCH
It’s got 0 calories. And 0 carbs. And it’s 100% Red Bull. And we want to use OOH. Uh-oh. Fortunately, we found the place where numbers and words worked together to convey both ingredients and their benefit. A US launch became a global one, and Total Zero is still a valued part of the Red Bull portfolio.
DIGITAL | SOCIAL
RED BULL DRIVING DIRECTIONS
To promote using Red Bull on long drives, we introduced a whole new media space. When directions on Waze or Google exceeded 50 miles, the next step would be a having a Red Bull.
RED BULL BEST AD CONTEST
Just to get people to click a banner is tough. And we had to convince them to click and then write a commercial. So, we challenged them by pitching the contest as a chance to make advertising history. We offered a host of helpful interactive tools that conveyed both the fun and difficulty of creating. It worked well enough that over 6,000 people took the time to send in a script or a storyboard. And the lucky winner had their spot produced.
RED BULL MOTOR MOUTH
To promote Red Bull's involvement in motocross, we developed Motor Mouth, a chance for people to engage with the racing world. First, they picked a rider. Then, they selected a camera angle. From there, they used their mouth to create the racing sound effects that accompanied the footage, doing their best to mimic the sounds of a revving engine in sync with the rider. Users were able to upload their video and share with their social network.
