- Badminton is very popular in China and the Chinese national badminton team is the brand ambassador of Red Bull. We were required to use badminton to help build up a drinking habit while playing badminton.- We found badminton fans love practising and competing with each other. They would talk about masters in the group and look forward to competing with them. So we finally came up with an idea of creating a mysterious badminton master.- We created 'the Super Badman' means 'super badminton man', who went to some big badminton stadiums to compete with the best players there. People in the stadiums were curious about his special look and skills. Some even recorded the scenes with their cell phones and shared them with their friends on the internet. Soon the Super Badman became a hot topic among badminton fans.- Then he used his Sina\Tencent Weibo accounts to communicate with his fans. The fans retweeted the contents and made him more famous.- The result was great and more badminton fans took Red Bull as their first beverage choice while they were playing badminton.

- We found an inconspicuous-looking guy with super-high badminton skills. We made him put on an opera facial mask and named him 'the Super Badman', which means 'the super badminton man'.- He went to some big badminton stadiums to compete with ordinary badminton fans. With his high skills and series of victories, he became the centre of the stadiums. Many people were curious and used mobile phones to record him. The fans shared the pictures and videos on the internet and more people paid attention to him. The Super Badman soon became a popular topic between fans in just a few days.- Then the Super Badman registered Sina\Tencent Weibo accounts to communicate with his fans. The fans retweeted the contents and made him more famous.- We hid Red Bull in the contents and made the fans realise that Red Bull is the energy source of the badminton warrior.

His videos and pictures were posted in the internet, and within just 2 weeks there were 50,628 hits and 2,508 forwards. Naturally, more and more badminton fans related Red Bull to Super Badman and they tend to drink more Red Bull while playing. He also attracts more people to Red Bull’s amateur badminton games.It is worth mentioning that the cost of the entire campaign was 12,000 RMB.