Objective
Red Bull sponsor Leicester Tiger and England rugby regulars Martin Corry and Lewis Moody.
With the Six Nations tournament approaching, Red Bull wanted to access the England rugby fan base without the branding being too obvious or “heavy handed”.
The project also needed to have some viral appeal, in order to attract casual supporters.
Solution
We identified video as the best medium to access the fan base. With the proliferation of video-sharing sites across the web (YouTube etc),
it was our aim to produce content that could be accessed while users were searching for similar themed content.
We filmed a series of short and light-hearted behind-the-scenes interviews with Lewis M, asking questions about the England set up.
The overall tone of the interviews was “changing-room banter”, giving the viewer an insight into what the professionals talk about between matches.
We kept the branding subtle by inserting a few key phrases about Red Bull (both the players drink it before matches anyway) and by asking them to sip from the cans throughout.
Results
The video interviews received thousands of views across video-sharing communities.
Without any overt Red Bull branding, we were able to extol the virtues of the drink whilst providing entertaining content.
All of the interviews were also snapped up by the BBC for their site – which enabled us to access their massive user base.
