A six-month campaign strategy, across four different countries, during the 2015-16 Red Bull Crashed Ice season.
Take some of the best and toughest skaters in the world, a sizzling atmosphere, stunning surroundings and thousands of square metres of frozen water. The result? Red Bull Crashed Ice (RBCI)! Since 2001, athletes have been skating down a massive ice track filled with drops, hairpin turns and gaps at speeds of more than 50 km/h. Points are up for grabs at each of the stops, and the competitor who skates through the season with the most points accumulated after all races is crowned World Champion.
Concept and Campaign Strategy // User-Experience // Creative Direction // Art Direction // Marketing Strategy and Consultation
Nation-wide in Canada, Germany, Finland and the United States
Red Bull Media House
"Find Your Ice" Campaign Concept:
During the season, one of the campaign initiatives we created was the "Find Your Ice" campaign. In select countries, near the event location, fans could locate Crashed Ice gear frozen in blocks of ice around the stadium. Red Bull Crashed Ice fans were able to take an Instagram photo of themselves with the ice block, and include the campaign hashtag to enter the sweepstakes.
We developed a six-month online marketing and creative campaign strategy to build the RBCI #InnerCircle online community — in four different countries. Our goals were to grow their social channels, increase web traffic and live-streaming event views on Red Bull Crashed Ice and RedBull.tv. Increasing attendance and engagement at the on-location events via the Red Bull Fan Zone was also a goal.
