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. 

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.