Red Bull Discover Your Wiiings
Red Bull Discover Your Wiiings brings together five of Red Bull’s most popular athletes to share their stories and inspire consumers to discover their dreams. Kicking off in February, consumers will have the opportunity to engage with five custom AR games for a chance to win one of five grand prizes. Consumers can either go to the activation webpage or download the Red Bull AR app, where they can select the athlete game and unlock it by scanning a Red Bull Energy Drink, Red Bull Sugarfree or Red Bull Zero 8.4 fl oz, 12 fl oz, 4 pack or 12 pack. Top performing players of each game will win the ultimate grand prize experience with one of the athletes, a signature sports items, or a Red Bull Discover Your Wiiings kit.
Red Bull Discover Your Wiiings
Red Bull Discover Your Wiiings brings together five of Red Bull’s most popular athletes to share their stories and inspire consumers to discover their dreams. Kicking off in February, consumers will have the opportunity to engage with five custom AR games for a chance to win one of five grand prizes. Consumers can either go to the activation webpage or download the Red Bull AR app, where they can select the athlete game and unlock it by scanning a Red Bull Energy Drink, Red Bull Sugarfree or Red Bull Zero 8.4 fl oz, 12 fl oz, 4 pack or 12 pack. Top performing players of each game will win the ultimate grand prize experience with one of the athletes, a signature sports items, or a Red Bull Discover Your Wiiings kit.
LEVERAGE THE FULL MARKETING
MIX TO DRIVE TRAFFIC TO RETAIL
TRADE & SHOPPER MARKETING
POS will have a call to action to drive Red Bull AR app downloads, and encourage consumers to top the leaderboard to win a range of prizes
COMMUNICATION
Build buzz through opinion leaders and credible partners
CONSUMER ACTIVATION
Consumers are invited to play the five AR games and top the leaderboard to win a grand prize experience with an athlete. There will be additional prizes for secondary winners
CONTENT
Exclusive athlete content for Red Bull owned and managed channels
ADVERTISING
Reach 18-34 yr old consumers across broadcast, WebTV, and relevant social channels with athlete specific creative
FIELD MARKETING
Field activations and collegiate marketing tactics to drive engagement with the activation
Red Bull Gaming
GAMERS REPRESENT A LARGE AUDIENCE
Two thirds of 18-39 year olds game at least once a month
That is 64 million people
CONSUMER TARGET IS A HEAVY ENERGY & HEAVY
RED BULL CONSUMER
Competitors – 8.4M people – naturally competitive, focused, intense personality
Heavy enthusiasts – 15.8M people – personable, competitive against others and themselves, driven
THE OPPORTUNITY IS TO DRIVE CONSUMPTION
Competitors and heavy enthusiasts are already heavy overall Red Bull drinkers but could drink more while gaming
Gaming Audience
GAMERS REPRESENT A LARGE AUDIENCE
Two thirds of 18-39 year olds game at least once a month
That is 64 million people
CONSUMER TARGET IS A HEAVY ENERGY & HEAVY
RED BULL CONSUMER
Competitors – 8.4M people – naturally competitive, focused, intense personally
Heavy enthusiasts – 15.8M people – personable, competitive against others and themselves, driven
THE OPPORTUNITY IS TO DRIVE CONSUMPTION
Competitors and heavy enthusiasts are already heavy overall Red Bull drinkers but could drink more while gaming
Gaming Presence
UNIQUE ATHLETES
NINJA — world’s most famous gamer, massive audience,
top skill in battle royale genre
GRAND POOBEAR — bringing speed-running mainstream
ANNEMUNITION — one of the top twitch streamers,
passionate about the world of Red Bull
MOST VICTORIOUS TEAMS
Cloud9
Highest ranking US League of Legends team
Most valuable esports organization in the world
66 players across 10 titles
BUILDING RELEVANT COMMUNITIES
Red Bull Gaming Twitter with over 325K followers
Red Bull Solo Q (Global tournament series)
Red Bull Power Spike (28-day online tournament)
Red Bull Arcade (PAX East)
Red Bull Challenge Mode (PAX West)
RED BULL SOLO Q
Tournament Details
– Global Red Bull event series
– Amateur League of Legends players
– 1v1 competitive format
– Offline and online qualification
– Double elimination bracket
– Unique Prizing
CONSUMER JOURNEY
LEVERAGE THE FULL MARKETING
MIX TO DRIVE TRAFFIC TO RETAIL
IN-STORE MESSAGING
POS with CTA with tie to purchase to join the Red Bull Solo Q leaderboards and score prizes
COMMUNICATION
Build buzz through opinion leaders and credible partners
CONSUMER ACTIVATION
Unique chance for gamers across the US to play against the best and score unique prizes
ADVERTISING
National media support the Red Bull Solo Q
CONTENT
Long form and social content covering LCS partnership, Cloud9 LCS team, and Solo Q event series
COLLEGIATE
Collegiate seeding & grassroots marketing driving students to engage with CA
RIOT SUPPORT
Call to action on LoL launcher, social, and LCS broadcast