Red bull Digital strategy

1. S
Digital Strategy
Kevin Walrod
ADV 420
Aug 5, 2013

2. Red Bull Crashed Ice Race of a
Lifetime

3. Campaign Goal
To continue to promote the Red Bull brand
name to the world by capturing consumers in a
unique way and to promote the rising sport of
Crashed Ice skating .

4. Target Audience
Male or female Red Bull consumers aged 21-
35 with some sort of athletic background and
ice-skating ability.

5. By purchasing Red Bull products, consumers will have
the chance to enter to win an opportunity to train with
professional Red Bull Crashed Ice skaters who will put
the contestant through 2 weeks of training exercises,
leading up to the time trials, where the contestant has a
chance to win their way into a real Red Bull Crashed
Ice event. The entire journey will be televised through a
series of episodes, showing the steps the contestant
must take to become a Red Bull Crashed Ice skater.
BIG IDEA

6. Tools and Tactics
Social Media
- Twitter – A tool to promote the upcoming TV series, by using
hashtags on commercials about the competition.
- Facebook – A tool used for updates and details, as well as a
place to enter the competition with the consumer’s sign up
code that they will receive by purchasing Red Bull products.
- Blog – A tool to help monitor positive and negative feedback, as
well as questions that consumers will have about the
competition details.
- Google Adwords – A tool to promote key words that consumers
will be using to increase searching results for the competition
on Google.

7. Sample AD
In this sample
advertisement, Red Bull was
in search of finding Crashed
Ice contestants for their
European events. The
poster’s goal was to promote
the sport in Europe and
increase Red Bull brand
awareness. A similar goal to
that of this campaign.

8. Key Performance Indicators
- Increase in Red Bull’s brand awareness to the world
through documenting the competition’s journey on a
short TV series.
- Increase in the popularity of the rising sport of
Crashed Ice skating by promotional tactics on social
media (Twitter, Facebook and Blogging).

9. Campaign Budget
The campaign budget will be set to 1.2 million dollars
which includes the strategy, planning, implementation
of the commercials, TV series and the cost to run the
social media websites. It will also cover the budget for
Google Adwords, which is $476 per day and will reach
up to 1.73K in impressions per day.

10. Summary
The Red Bull Crashed Ice Race of a
Lifetime is a chance for Red Bull to
continue to grow their brand’s image
and to promote the sport of Crashed
Ice racing. This competition will
increase the sale of Red Bull
products, while giving any consumer
that qualifies, the chance to become a
professional Crashed Ice skater.