Red Bull Street Style – New Campaign from Red Bull

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Over the weekend Red Bull had an awesome activation event for the new Red Bull Street Style campaign currently running across South Africa. The event featured some of the top freestyle footballers in the Cape Town area.

Red Bull have taken a very interesting approach with this new Street Style Campaign, utilising the main social networks as well as mobile tools to promote the events. It seems that there is virtually no traditional or above the line spend.

It will be interesting to see how successful this approach is, especially as the social media space is really hotting up overseas but with few local campaigns embracing this new medium.

The different properties on which they have marketed the event are mobile (USSD: *120*33009*739# and mobi site), blog as well as nicely integrated Facebook and Twitter pages. USSD is a very nice touch as it allows for mobile access without requiring a mobile connected phone.

Red Bull also have Chris Njokwana, last years winner, helping to push the campaign on Twitter and Facebook. He also entered the Vodacom Fame campaign and received second place .

The big question here is this the future of marketing?

Would you add anything to this campaign?

More images when you click through

4 Comments

  1. Nice. I would have liked to see the event at a more underground venue, but I suppose then you don’t get the eyeballs/passing traffic. The Waterfront is hardly “Street”… But I can understand why it was held there.

  2. Pretty stinking awesome campaign. I’m not in SA, so not sure what I’d add to the campaign but from the look of it, I’m sure it’s paying off.

    @Uno – What do you mean about the USSD: *120*33009*739# bit – what did this do?

  3. Mark, see more here, USSD is for GSM phones and doesn’t need WAP http://bit.ly/UpXX6