Red Bull

Red Bull Ready

Experiential Activation

Red Bull’s most engaged social post

To reach some of the 12 million people who workout, Red Bull asked us to create a city-stopping moment designed to increase awareness and relevance of the brand within the fitness space.

We gamified the traditional cycling workout by adding state-of-the-art, custom-built LED lighting, real-time audio visualizations, and a live DJ to bring the one-of-a-kind event to life. This isn’t your typical cycling class. This is Red Bull Ready.

100 influencers, cycling enthusiasts, and members of Chicago’s fitness community — including American track and bobsled athlete and 3‑time Olympian Lolo Jones — participated in the once-in-a-lifetime event.

Upon completion of each stage, the participants unlocked a premium, unique and transitory human-powered lightshow, made of light and energy, blurring the cyclists’ roles as they simultaneously played both performer and audience.

The experience was shared socially across Facebook and Instagram. In the end, the final video far surpassed the original goal of 500,000 views and went on to be one of the brand’s most liked and most engaged social post with more than 1.8 million views.