Red Bull
Helping Red Bull launch its Winter Edition drink with Olympic skier Lindsey Vonn
Identity handled the brand activation production for Red Bull’s Winter Edition launch, designing and building a mountain-side newsstand in three weeks.
The challenge
Red Bull asked Identity to create a mountain-side activation for the launch of its Winter Edition drink.
The activation used Red Bull’s partnership with Olympic skier Lindsey Vonn to drive awareness and sales among athletic, outdoor audiences. Building on previous seasonal launches, Red Bull needed a moment that would capture authentic content while engaging thousands of skiers on the mountain.
The approach
The activation had to feel natural on the mountain and do several jobs at once. Identity designed an 8ft by 8ft by 4ft alpine newsstand in dark wood that blended into the snowy landscape.
It had built-in shelving for Winter Edition product and display space for Lindsey Vonn’s Red Bull magazine feature. That gave her a small space to meet skiers while content teams filmed. Production management meant coordinating the mountain venue, build suppliers and Red Bull’s content and talent teams to install a bespoke build in a remote location.
The 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.
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