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
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.