Can you make it?
With this ambiguous slogan, aimed at students, Red Bull launches its global campaign for the second time.
It is truly a Red Bull thing to advertise and create awareness by organising large events around the world and to sponsor them or to be represented by athletes of the ‘adrenaline sports’. Still it is remarkable, how Red Bull manages every time to book such great successes in terms of attracting the right audience. This time again Red Bull reaches exactly the aim which it preys on, by using a very clever marketing campaign: reaching the targeted audience by making use of the same audience (and that again at the same time, of course, with an adventurous adrenaline touch; “Red Bull gives you wings”).
This campaign means that 165 teams of students from all over the world will start in one of six (still unknown) locations in Europe on an adventurous journey, with nothing else but 24 cans of Red Bull and a smartphone. The cans of Red Bull will serve as a means of exchange against services, transport, food and drink and any necessary needed items. Personal travel cards, money, telephones and so on are not allowed on this life experience. The goal for these teams is to reach a central point in Europe within seven days, while they have to make stopovers in at least six different Red Bull checkpoints, where they have to perform tasks that demand a lot of creativity and physical effort. As a reward for these tasks they will get extra cans for the resumption of their journey.
Red Bull stresses that this is not a contest but a challenge with oneself. The power of this campaign is of course gigantic, as Red Bull wants to show here ‘how much one can achieve with a can of Red Bull’. Anyway in 2014 this campaign was a great success. Curious as to how it will turn out this time? Stay up to date with this stunning piece of marketing and the unique dose of suspense and effort!