World of Red Bull

Red Bull is the king of branded inspiration and experiences. Which means what you're intaking is a good time.  

Red Bull was looking for an integrated global campaign to amplify the launch of its World of Red Bull TV spot, and to drive engagement for its #GivesYouWings hashtag. As digital strategist at Instrument, my team and I developed a dynamic storytelling platform that demonstrated how Red Bull "gives wings" to its athletes, artists, and fans. This lived on as two key experiences, a digital hub and a "wings" social generator. The campaign would connect millions of people to the best moments of the year in Red Bull across sport, music, lifestyle and art. 

Mission: “Give Wings” to athletes, artists, and fans

Scope: Campaign concept development, social strategy

Highlights: Pitch win. First global campaign in my professional career.

 
Campaign Hub

Campaign Hub

“Wings” Generator

“Wings” Generator

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.