Red Bull and Neymar Jr are hosting the world's biggest street soccer event: For many fans it's a big dream to meet Neymar Jr one day. With this campaign soccer fans can not only participate digitally but also win a trip to Brazil to play against their hero. But that's not all: how do we get young women actively involved and how can we promote such an event worldwide?
Together with the Red Bull Global Marketing team, we developed a comprehensive campaign that was rolled out in different phases. The goal was to keep fans, soccer players and all interested parties actively on the ball over a period of six months. For the young target group, the focus was on mobile first.
The highlight however was that the point-of-sale was linked with the digital media. An access code was placed on the Red Bull can. Buy a can, scan the code – and the game begins. With the help of augmented reality filters fans could play against Neymar Jr digitally. Fans could share their game, filters and stickers on Instagram.
We accompanied the campaign with numerous trailers that went live over the period. The goal was not only to invite fans, but also footballers to join in. Numerous digital tools such as Instagram polls, gifs, story stickers for posts, a chat bot as well as the AR filters were developed to carry the event through the web. The worldwide online event was rounded off with classic posters and billboards at the point of sale but also novel screens such as Videri, or the Red Bull can hanger and chips tailored to a young target group.
The campaign went on air on 6 continents and in 62 countries – Neymar Jr alone generated over 8 million views on his Instagram account. Broad awareness due to a holistic integrated campaign – over 6 months high interaction among young users, especially women innovative networking of the point of sales and interactive product presentation.
Together with the Red Bull Global Marketing team, we developed a comprehensive campaign that was rolled out in different phases. The goal was to keep fans, soccer players and all interested parties actively on the ball over a period of six months. For the young target group, the focus was on mobile first.
The highlight however was that the point-of-sale was linked with the digital media. An access code was placed on the Red Bull can. Buy a can, scan the code – and the game begins. With the help of augmented reality filters fans could play against Neymar Jr digitally. Fans could share their game, filters and stickers on Instagram.
We accompanied the campaign with numerous trailers that went live over the period. The goal was not only to invite fans, but also footballers to join in. Numerous digital tools such as Instagram polls, gifs, story stickers for posts, a chat bot as well as the AR filters were developed to carry the event through the web. The worldwide online event was rounded off with classic posters and billboards at the point of sale but also novel screens such as Videri, or the Red Bull can hanger and chips tailored to a young target group.
The campaign went on air on 6 continents and in 62 countries – Neymar Jr alone generated over 8 million views on his Instagram account. Broad awareness due to a holistic integrated campaign – over 6 months high interaction among young users, especially women innovative networking of the point of sales and interactive product presentation.
