Red Bull
Helping Red Bull launch their Winter Edition drink with Olympic skier, Lindsey Vonn
The challenge
Red Bull approached Identity to create a mountain-side activation for the launch of their Winter Edition drink, leveraging their partnership with Olympic skier Lindsey Vonn to drive awareness and sales among athletic, outdoor audiences. Building on previous seasonal launches, Red Bull needed an experiential moment that would capture authentic content while engaging thousands of skiers in a natural alpine environment.
Approach
Understanding that the activation needed to feel organic to the mountain environment while serving multiple functional purposes, we designed an 8′ x 8′ x 4′ alpine newsstand crafted from dark wood that would blend naturally into the snowy landscape. The structure featured integrated shelving for Winter Edition product distribution and display areas for Lindsey Vonn’s Red Bull magazine feature, creating an intimate space where she could interact with skiers while content teams captured the moment. Our production management approach focused on precision logistics: coordinating with the mountain venue, build suppliers, and Red Bull’s content and talent management teams to execute bespoke installation in a remote location.
Result
The activation successfully delivered Red Bull an authentic, high-quality brand moment that reached over 7,000 skiers throughout the weekend while capturing premium content for their upcoming Winter Edition campaign launch. With Red Bull’s campaign launch pending, the content captured during this activation will drive significant media impressions and social engagement, amplifying the investment well beyond the weekend’s in-person impressions.
Experience
Changes
Perception
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