In addition to being the world’s most ubiquitous energy drink, Red Bull has become synonymous with extreme sports. Boom Creative Lab was called on board to promote, through social activation, the live stream of the UCI World Cup in Leogang, Austria.
Nearly everyone knows about Red Bull. But not everyone knows about Red Bull TV! As the adrenaline-fuelled mountain biking event came closer, we were presented with the challenge: How do we activate the Red Bull TV live stream, drive viewership and boost engagement in just 2 weeks?
As always, we focused on delivering high-quality content to spark viewers interest.
Working closely with Red Bull's team, Boom Creative Lab developed a 5-channel social activation to create hype leading up to the race.
Die österreichische Downhill Rookie @valihoell übernimmt für 2 Tage unseren Account und teilt die besten Highlights vom UCI Mountain Bike World Cup in Leogang mit uns. Heute war sie bei der Qualifying Runde live vor Ort. #ucimtbwc #saalfeldenleogang #uci #mtb #redbulltv #salzburgerland #downhill #igersaustria #🚴🏽
Rider’s stories were published on redbull.com. We set up a Facebook event to encourage participation and discussion. Facebook posts and tweets were shared on the Red Bull Global and Red Bull Bike channels. Red Bull sent their partners a curated content package to share via their own channels for wider, organic reach.
Boom Creative Lab produced exclusive countdown videos in-house, which proved to be an exceptionally powerful content approach. Staging an “Instagram Takeover”, we teamed up with up-and-coming Austrian rider Vali Höll who shared content from her point of view over the weekend.
During the race, we updated the community on the event’s excitement via Facebook posts and tweets, both of which sparked a considerable amount of engagement. The live stream was also shared by Red Bull’s partners and sponsors, resulting in further reach.
@aarongwin1 und @rachybox gewinnen den heutigen UCI World Cup. 🏆 Beide legen einen top Run hin & haben sich den Sieg absolut verdient. Es war echt ein spannendes Rennen! Alle Highlights und die kompletten Runs gibt's auf @redbulltv 📺👉 Link in Bio Eure @valihoell #redbulltv #ucimtbwc #downhill #aarongwin #rachelatherton #worldcup #saalfeldenleogang #🏅
After the race, stories were shared on redbull.com, and footage of the event was made available through a social VOD (video on demand) activation. We furthered the reach of the social activation with post boost, video, and event advertisements.
WHAT WE ACHIEVED TOGETHER
Boom Creative Lab once again proved to deliver outstanding results in a minimal amount of time. In just 2 weeks, we produced a large amount of social content, exceeded the page view goals, and reached thousands of viewers.