Client: Red Bull Flugtag
Timing: Jan- April 2008

Objective:

• Build brand awareness and relevancy for 1st annual Red Bull Flugtag event in Sydney on April 6th 2008 to the target audience.
• To drive entries and attendance to the offline Red Bull Flugtag event.

Integration:The media strategy included geo-targeted display advertising and a dedicated brand community, created on MySpace to house a series of interactive elements:

• After offline entries had closed, MySpace and Red Bull gave a MySpace user the chance to design the MySpace entry to the inaugural Red Bull Flugtag event. Users were asked to submit a design (around the theme of ‘friends’) as a jpeg and were judged on creativity/relevance to theme.
• The overall winner won an all expenses paid trip to Sydney for the event as well as $2K spending money.
• The brand community also housed forums for users to discuss their designs concepts and exchange ideas for their entries. Exclusive video content also meant ‘friends’ of Red Bull could access funny and entertaining content of previous Flugtag events exclusively on MySpace – providing further reason for users to revisit the site.

Campaign Results

• Over 9,000 unique visitors (UV) to the MySpace brand community
• Over 12,000 Page Views
• 61,000 NSW users reached and engaged with the brand community
• 6,024 Trailer plays of Red Bull Video
• Average time-spent on brand community 3:37mins
• Highly successful inaugural event with over 20,000 people in attendance