Lu's idea portfolio
Red Bull
RedBull is an adrenaline-loving, boundary-pushing, infectious energy drink brand. Over the course of its 34 years in the market, they have continuously established themselves as the leaders. Their affiliation with sports and star athletes, their ingenious advertisements and their constant communication efforts have paved their way for their outstanding success.
For my Institutional and Corporate Communication class, my group and I had to do an analysis on the brand from the perspective of a communication agency. We had to propose creative actions that RedBull could implement in the future in order to achieve their objectives.
Rally tours
With the access to the ultimate technology and rally equipment, the company can provide a rushing experience to all the consumers that are attending the event, a full ride with a professional rally driver in a rally car. The tour is designed to take the people into an actual rally car with a professional rider. This will give the opportunity to the fans to really experience the adrenaline that comes from being into a rally sport car, which is pretty expensive and inaccessible to the regular public.
#RedBullTrickShot
In order to gain earned media, Red Bull is going to present its audience with a new and fun challenge. In order to participate, you have to find the most creative, edgy and surprising way to throw your Red Bull can into the trash. You also have to tag Red Bull’s account and use the hashtag #RedBullTrickShot. As most lovers of Red Bull are very creative, adventurous and adrenaline-junkies, we know they will love this challenge. Red Bull can share the people that do the best ones in their page so as to incentivize more people to participate and make sure that those that have participated feel seen.
Red Bull Stars Competitions
As previously mentioned, Red Bull has lots of stars under its umbrella. In order to make the most of it, the brand would create content that would be interesting, fresh and unprecedented. It is meant to keep Red Bull followers and the stars’ fans on the edge of their seats.
Red Bull has the advantage of having stars from many different fields and sports. In fact, it is something that can only be found in a handful of brands, differentiating Red Bull from its competition. The competition would test these stars as it has never been seen before, not only shining a light on the brand but also on the faces that represent it.
The competition would be composed of two Formula 1 drivers, surfers, football players, skaters and gamers, one for each team. The two teams would be integrated by 5 athletes who would be divided fairly. Below you can see the stars chosen for the competition, as well as the teams formed.
Formula 1 drivers:
Sergio Pérez
Max Verstappen
Surfers:
Julian Wilson
Carissa Moore
Skaters:
Ryan Sheckler
Leticia Bufoni
Football players:
Trent Alexander-Arnold
Neymar da Silva Santos Júnior
Gamers:
Tyler ‘Ninja’ Blevins
David TheGrefg Cánovas
Team A (which will be named by the players):
Carissa Moore
Ryan Sheckler
Sergio Pérez
Neymar da Silva Santos Júnior
David TheGrefg Cánovas
Team B (which will be named by the players):
Leticia Bufoni
Julian Wilson
Max Verstappen
Trent Alexander-Arnold
Tyler ‘Ninja’ Blevins
The whole creative action would last for 5 weeks and each week there would be a new challenge that the teams would have to face. The first week they would have a scavenger hunt around a city, interacting with people and following clues. The second week they would have to endure certain food challenges (like eating spicy food, weird combinations or seeing who can eat the most of one food). The third week would be centered around intellectual challenges: The stars would be tested on how much they know about history, geography, fun facts, sports, math and more. In the fourth week, they would have to choreograph and perform a lipsynch of their choice. The finale, and main event, would consist of an obstacle course. Here, all of their fields and sports abilities would be tested. Throughout all of the weeks, they would have to work as a team, strategize and possibly develop new skills. At the end, counting the points of all of the challenges, one team would become victorious.
Each of the challenges would be released on one day of the week (Friday) at the same time (9:00 p.m in Central European Time) in all social media platforms (Twitter, Facebook, Instagram, Youtube, their website and Tiktok). The stars would also promote the competition through their platforms. The viewer will not only get to enjoy the stars doing challenges they would have never imagined, but they would also get to see stars from different fields interact and possibly become friends; something which is quite rare. They would also have access to confessionals and behind the scenes clips so that they could become more involved and invested in the competition. There would be hashtags created (#RedBullStarsCompetition #TeamA, #Team B, etc.) and throughout the week some hints would be thrown so that the public can guess which challenge is next. There would also be live tweeting and streaming so that the engagement and virality can rise. Overall it is meant to be a fun and entertaining idea that can bring more spotlight to Red Bull as a brand.