Created for Marcus Graham Project's iCR8 Bootcamp - Spring 2023
Client: Red Bull
The problem:
Red Bull under-indexes in Relevance, trial, and consumption with Entry Point Consumers (EPC = ages 18-24) in the Mid- Atlantic. The Mid-Atlantic team is ever-changing, and lacks robust relationships with the Black community in Baltimore and Washington. 

The target:
  • Primary: 18-24-year-old, Black Socializing consumer of Baltimore and Washington DC.
  • Secondary: 18-34-year-old, Black Working consumer of Baltimore and Washington DC.
​The task:
  • GET: Black consumers of Baltimore/Washington DC
  • TO: engage with Red Bull
  • BY: local-level marketing and relationship building
The deliverables:
  • Strategic Consultation: Advise Red Bull on influential people, consumer behaviors, key moments, locations, etc. to build relationships.
  • Experiential Opportunities: Propose opportunities for experiential activations as executional components of strategic plan.

Concept 1: Red Bull Ride Out

Red Bull would block out Light Street for the event to give Baltimore bikers the opportunity to come together. Red Bull merch and drinks would be present to hydrate and energize both bikers and spectators.
The main event of the Ride Out would be the Stunt on Them Competition.  Bikers would enter online ahead of time and the top six bikers would be selected to compete live at the event. All six bikers would be decked out in Red Bull Protective gear and the winner would receive the opportunity to become an official red bull athlete. 
HERE ARE THE INFLUENTIAL PEOPLE WE'VE IDENTIFIED TO EMPOWER THE RED BULL RIDE OUT...

Concept 2: Red Bull Moefest

Promotion of the event would start by unleashing a Red Bull Moefest blimp above a popular D.C. street to get people talking. The event would also be promoted on Red Bull's social media and on OOH ad spots around D.C.  
Empower D.C. Small Black owned Businesses by having their food tucks present. Each meal purchased from one of the trucks would come with a compelmentary Red Bull.
Amongst the food trucks, there would also be a Red Bull truck there to hand out merch. This will make sure Red Bull's presence is visible throughout the festival.
HERE ARE THE INFLUENTIAL PEOPLE WE'VE IDENTIFIED TO EMPOWER MOEFEST...

Concept 3: Red Bull Connect

Essentially it would be an inclusive and assessable social club/co-working space.
This vibrant, colourful, inviting space will provide technology, community, weekly programing and of-course Red Bull 
The space would be completely free to access for anyone who simply downloads the app to book their visit. This would be a great way for Red Bull to connect with the community by leaving a positive impact.
HERE ARE THE INFLUENTIAL PEOPLE WE'VE IDENTIFIED TO EMPOWER RED BULL CONNECT...
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