Red Bull China Corp Event
In May 2011, Red Bull China, hoping to stimulate audience engagement during a promotional nightlife event, contacted Ogilvy for a solution. Ogilvy and Audience Entertainment, in turn, looked to bring the crowd together in ways that could compliment the Red Bull Brand.
Leveraging the power of crowd-controlled interactivity, Audience Entertainment built a game which put the audience in the driver’s seat. By drawing on Red Bull’s associations with racing, Audience Entertainment created an experience that captured the excitement and personality of the brand. Cruising through city streets, the audience waved their arms to collectively steer a race car as they gathered Red Bull cans for points and avoided obstacles. As they played, attendees excitedly took the challenge to top their high scores throughout the night.