Created for Marcus Graham Project's iCR8 Bootcamp - Spring 2023
Red Bull Campaign
The problem:
Red Bull under-indexes in Relevance, Trial, and Consumption with Entry Point Consumers (EPC = ages 18-24) in the Mid- Atlantic. Red Bull is the market share leader, but the Energy Category and Red Bull Brand are underdeveloped in the Baltimore and Washington DC markets. The Mid-Atlantic has a goal to increase EPC trial to 40% by 2024.
The Mid-Atlantic team is ever-changing, and lacks robust relationships with the Black community in Baltimore and Washington. Historically, Red Bull as an organization has not prioritized playgrounds and moments relevant to the Black consumer. Red Bull has an opportunity to increase relevance with Black consumers of Baltimore and Washington DC.
Red Bull would like to better engage Black consumers of Baltimore/Washington DC through local-level marketing and relationship building. Red Bull would like to:
- Build relationships with influential members of the community
- Increase relevance in Key Playgrounds
- Drive trial in the Socializing, Party & Events and Work Occasions
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The task:
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The target:
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The deliverables:
- Strategic Consultation: Advise Red Bull on influential people, consumer behaviors, key moments, locations, etc. to build relationships.
- Identify 10 influential people to increase Relevance.
- Expand on how influential people will impact consumer.
- Experiential Opportunities: Propose opportunities for experiential activations as executional components of strategic plan.
- Goal is to build relationships and drive Trial.
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
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...
