Direct > Product/Service
CRASHED ICE
DIESEL, Montreal / RED BULL / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Event marketing occupies an important place in the Red Bull communication mix. Crashed Ice, a combination of hockey, downhill skating and boardercross, is one of Red Bull’s finest global sporting events. The 2006 edition will take place in Quebec City, Canada. The event problem is threefold:Get participants for Red Bull Crashed Ice.Get spectators to attend the free outdoor event in Quebec City (average winter temperature: 20 below).Get media coverage.
Outcome
All 1,200 entry slots were filled in only seven business days. What’s more, the quality of the recruitment was incredibly high. As evidence, the six-time and previously only champion of Red Bull Crashed Ice, Jasper Felder of Sweden, was kept off the podium altogether.30,000 people attended the event, which is 150% more than the targeted objective.All major Canadian media companies covered the event, translating into $1.2M of media coverage. The rights to Red Bull Crashed Ice 2006 were also sold to a major Canadian sports channel, who will broadcast the event in a near future.
Solution
Create a two-phase (recruit and promote) website and implement a drive-to-web strategy.PHASE 1 – RECRUITGive out relevant drive-to-web accessories such as jock straps, water bottles, hockey tape and stickers to potential Red Bull Crashed Ice participants: amateur ice hockey players.
PHASE 2 – PROMOTEPromote the event with drive-to-web mass-media executions, drive-to-web geomarketing (bus shelters and posters around adrenaline areas such as skating rinks and ski hills) and by sending out a talk-worthy invite to key influencers.Leverage the event by inviting media, in the hopes of obtaining media coverage.
SpecialCredits
Kastner & Partners - Logo
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