Dual deployment experience and multi-channel promotion pack for Gen Z awareness campaign
Consulting: Target audience research and insights
Delivery: WebAR design and development, marketing collateral
Industry: Food & beverage, events, extreme Sports
About the project
Red Bull is a world-leading creator of energy drinks and spectacular extreme sports events. A champion for embracing life and breaking through limits, the brand was looking for a unique way to build awareness for its fast-approaching Cliff Diving World Series when it came to us for help. The mission: spread the word for a ‘city-stopping’ event.
The first stop of the Series was due to take place at Boston’s Institute of Contemporary Art, featuring a 70+ foot high diving platform from the roof to the harbor. QR codes would be distributed around the city on physical Out-Of-Home (OOH) advertisements, and a separate social media activation would be needed to widen the reach and capture the imagination of a Gen Z audience. Time was tight and the vision was complex.
Our in-house design experts built out premium social content for TikTok, Instagram, Facebook and Snapchat. This included video, 2D stills and other collateral tailored to each channel, enabling Red Bull to deploy an omni-channel awareness campaign with ready-to-use assets as soon as the project wrapped. Great care was also taken to keep the experience size under 8MBs. This was essential as it kept load times short and performance high. It also ensured the product would adhere to Snapchat’s strict requirements.
We conceptualized and deployed a WebAR experience that brought the energy of the event and personality of the brand directly to users in Boston and beyond. Working to a restricted timeline, we collaborated closely with Red Bull to create, test and iterate the product, and then produce a suite of premium marketing assets.
Teamwork, robust communication and agile workflows were necessary to bring this concept to life. The team at Red Bull was particularly impressed with our ability to adapt to multiple change requests and the quality of both the experience and promotional materials produced.
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