The creative needed to reflect the powerful motocross driver appealing to the target audience while acting tough. A robust imagery was created, leading all communication. A masculine signal was needed to enforce the message: strong brand signals towards the Red Bull imagery ánd attracting the right imagery around the event.

The number of event-visitors (although very bad weather) exceeded expectations: 150.000. Red Bull’s TOMA and Brand Strength was the highest during the event week, being 22% above 2006’s years average. The game is one of the most successful advergames in Dutch marketing history: 1.2 mio game starts, 420,000 games played.