The Work
Our partnership with Red Bull has allowed us to fully utilize our activation and promotion chops as an experiential marketing agency by promoting events, activating fan bases and creating truly interactive experiences.
When tasked with introducing a new Red Bull flavor, we created our “Wheels of Summer” campaign by partnering with a local ice cream company and tricking out an old-school Ford Econoline van. This retro mobile sampling experience allowed consumers to experience Red Bull in a summery, new way. (Red Bull ice cream? Yes, please!) We reached over 40,000 consumers and handed out 4,000 new flavor samples.
To extend the concept, we ditched the van and went with tricycles because, well, why not? This launched the new flavor in more markets with more people with more mouths asking for more ice cream.
For an even wilder Red Bull experience, we staged “Mini Moto” events at college campuses across the country. Students could experience the thrill of Red Bull by getting hopped up on Red Bull before racing each other on 50cc kids’ dirt bikes. Sure beats a frat party. And, yes, they had to sign a waiver.
A lot of work. A lot of wheels. A lot of Red Bull. A lot of fun! By taking the product off of the shelves and out into the streets (as well as off-roading too), we created personal experiences with pedestrians and students who are likely to remember their experience – and Red Bull – fondly in the future. That’s branding you just can’t beat.
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