Brief
To devise an approach which will bring global Red Bull events to life and create attention around each event, while at the same time, placing the consumer at the heart.

The Approach
We created an entirely new brand platform. The consumer facing communications platform 'Red Bull Reporter' is a nationwide search to find the best young music, culture and sports writers, filmmakers, photographers and presenters. Giving them the chance of a lifetime, to use their skills and indulge their passions as a Red Bull Reporter.

The Activity
Each week new assignments are selected, each designed to give the reporters an amazing experience as a working member of the media, covering world-class sports, cutting-edge music and innovative culture events across the globe. Reporters can apply to cover the event and be selected by Red Bull to attend. Assignments so far have seen reporters cover the Red Bull Air Race in San Diego and Barcelona, Cliff Diving in Switzerland and Formula 1 at Silverstone.

Reporters have also had work published. We complete a virtuous circle of communication; From generating noise around recruitment of our reporters, through to the attending and documenting of the events via multiple platforms. This is about content creation and distribution, engaging our audience in an experience with routes in arts, culture and social media.

Red Bull Reporter creates advocates, rather than adverts. Our engaging experiences leave a trail of noise across different social spaces.

The Results
Results have included:
Over 2500 reporters signed up to participate in the assignments.
Reach on season was was over 3.2 million unique users actively engaged in Red Bull Reporter and the content.
ROI of 16 to 1 on every marketing pound spent.
1.5 million video views delivered.
Over 150k unique site visits.
Over 5 minutes dwell time on the site.

Red Bull Reporter

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