OWN CAMPUS WITH CANS IN HANDS
I immediately texted everyone in my greek house to come help me carry this home.Sean, Penn State
Then we did it for real @ Spring Break
With cans on ice, we flew helicopters to key Spring Break destinations to waking students in need of energy. This effort centered around a new product launch, Red Bull Yellow Edition, garnering tens of thousands of social posts to drive product awareness.
Our favorite execution occurred at Arizona State University. For Back-to-School, we engineered a locked metal crate in the center of campus and challenged students to figure out how to open it.
On the crate was a large digital number that read 1000… students had to figure out that every time the hashtag #Airdrop posted online, the connected counter scraped social and clicked down one. After a thousand posts, the box opened and gave a thousand students a thousand cans.
Red Bull #Airdrop has become synonymous with Red Bull marketing, and today the stunt lives on in advertising textbooks and blogs.