Cannes Lions

RED BULL FLUGTAG: WORKAHOLICS

VIACOM, New York / RED BULL / 2014

Case Film
Supporting Content
Supporting Content
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Overview

Entries

Credits

OVERVIEW

Description

Consumers are seeking entertainment experiences and it is the job of integrated marketing groups to connect brands to those experiences in an authentic way. Brands see tremendous value integrating content across our media platforms (TV, online, mobile, social media, and on-the-ground) to reach key audiences. We look to create branded content that is contextually relevant, adding editorial authority to the brand’s positioning and allowing the brand to stand out amongst the competition. When promoting brand integrations on social, our teams make an effort to expose fans to the sponsors in a way that doesn’t feel brand or logo excessive, in order to maintain an authentic voice.

As branded entertainment becomes more prevalent and in demand in the U.S., sponsors are requesting ownership of the content created to use on their owned and operated platforms. We allows sponsors to utilize its content as long as it remains in our video player. Also it was in copyright litigation with YouTube during this campaign – this created certain restrictions with regards to that platform.

Execution

Red Bull partnered with Comedy Central /Workaholics to power fan engagement for the National Red Bull Flugtag competition. Over a six month period, the Workaholics cast rallied fans nationwide to participate in the National Red Bull Flugtag, a human-powered flying machine festival. The multiphase campaign included call-to-action spots that aired on Comedy Central and online, encouraging fans to submit their original Workaholics-inspired designs. Custom content on-air and online and promotion across Comedy Central and Workaholics Facebook, Tumblr and Twitter accounts drove fans to the online hub on the Comedy Central’s web page {redbullflugtag.com/workaholics and cc.com/redbull-flugtag}.

Outcome

The Red Bull National Flugtag and Workaholics partnership delivered awareness and engagement across all Comedy Central platforms. After 238 days (353,000 minutes) of fan interaction, the campaign achieved more than 27 million impressions across all platforms, including over 11 million social media impressions. When the cast arrived onsite to judge the entries of the National Red Bull Flugtag competition in Long Beach, over 110,000 fans showed up - the largest attendance of all National Red Bull Flutag events.

The Workaholics inspired submissions accounted for an impressive 39% of all Red Bull Flugtag entries. The cast announced the winning team in a video that ran on the Red Bull hub of ComedyCentral.com, capturing more than 200,000 video views, and amplified across the Comedy Central and Workaholics Facebook, Twitter and Tumblr pages.

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