WORLD OF RED BULL

Red Bull wanted an integrated global campaign to amplify the launch of its World of Red Bull TV spot and drive engagement for its #GivesYouWings hashtag.

I supported digital agency Instrument’s RFP pitch as a digital strategist, developing a rich and powerful storytelling campaign that showcased how Red Bull "gives wings" to its athletes, artists, and fans.

 
WORB-1-hero.jpg

Two key experiences connected millions of people to the best moments of the year across sport, music, lifestyle and art: a digital hub and "wings" social generator.

This campaign concept helped land Instrument the Red Bull business and the 2012-2013 World of Red Bull work. 

 
Campaign Hub

Campaign Hub

“Wings” Generator

“Wings” Generator

I developed the initial campaign strategy for World of Red Bull with support from the Creative Director and Strategy Director on the project. A community manager and strategist was brought on to oversee the campaign rollout and optimization after the initial project deliverable.

 
Social Creative

Social Creative

The results:

  • 2.3M+ unique campaign hub visits.

  • 524% increase in #GivesYouWings mentions on Instagram and Twitter.

  • 1.5M+ likes on Instagram.

  • 2.1M+ engagements with World of Red Bull content.

 

User-Generated Content

Instrument optimized strategy and creative over the course of the 10-month campaign for key cultural and sport moments like the X Games—continuing to elevate Red Bull's brand and social engagement.

Today, Red Bull remains a client of Instrument. 

 
 

Concept Development
Social Strategy
Campaign Playbook Development