CASE STUDY: Promotion around the Red Bull Flug tag
Provided by Multiply
Mixed media promoting Red Bull Flug tag
What was the Challenge / Background of the Campaign?
Red Bull Flugtag was held in Roundhay Park, Leeds on the 17th July and we were asked to create some activity to go alongside the event.
Designed to engage and inspire the consumers to action. Our goals were to drive awareness and facilitate ticket application and event attendance. We also gave consumers something to talk about in order to create organic WOM
What was the Campaign Objective?
The challenge: create a more personal interaction with our target audience to compliment the ATL message.
Raise awareness of the Red Bull Flug Tag event.
What was the Solution?
Guerrilla activity around Leeds, Sheffield and Manchester for a full weekend in each city.
We created some eye-catching branded vehicles in the form of a 2-man bike fully branded with Flugtag information, date and flying suit uniforms for the cyclists.
We also created a pedal-powered advert for Flugtag. A TV bike showed people in high footfall areas exactly what Flugtag was about. The adapted TV bike drew awareness and made people smile.
We ran some spoof classified ads in the local papers alongside this activity.
What were the Results?
5700 flyers distributed
Every key location in each city was visited
What were the Key Learnings of this Campaign?
Many were interested in applying to be part of the flugtag, would have been good to have had on the ground brand awareness at an earlier stage.
The Team found some locations harder than others due to not knowing the routes or changes in traffic and road works. Employing the EM the day prior to the weekend to journey map the route.
Gaining permissions to leaflet in Sheffield town centre.
Closer liaison with the Red Bull wing teams prior to the event to ensure a smooth cohesion between the two promotional styles.