Red Bull
Red Bull #Airdrop
Red Bull and Archrival team up to give college students wings when they need it most. A great example of the power of field teams when fueled with impactful creative.
OWN CAMPUS WITH CANS IN HANDS
In one epic night, we helicoptered (or so appeared) crates of Red Bull to over 500 campuses in 55 countries on 6 continents. From the U.S. to South Africa, Japan to Egypt, Australia to France, students woke up to a mysterious crate that lit up their social feeds.
Sampling product to get ‘cans in hands’ lies at the heart of the brand’s business plan. When consumers try the product they see the direct benefits to their everyday life. For students, this means better concentration, performance and focus.
We timed our sampling stunt during a key big moment on campus: finals week. There’s no better time to own the college scene for an energy drink.
- 500
- Campuses Reached
- 60K+
- CANS SAMPLED
- 173%
- LIFT IN C‑STORE SALES DURING PROMO PERIOD
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.