“Free Radicals’ contribution was not just in the outstanding campaigns they led but also in the spirited, dynamic culture they nurtured within the team—inspiring creativity, elevating brand messaging to an art form, and leaving an indelible mark on both the brand and the industry.”
Christopher Mater
SVP Sports Marketing
When Free Radicals conceived Red Bull’s New Year, No Limits, we hardly expected it to have the cultural resonance it did—especially on a night when most people are ringing in the new year. The goal was to embody the “Giving Wings to Athletes and Ideas” with mind-blowing, record-setting feats from Red Bull athletes, televised at the stroke of midnight on ESPN. Red Bull and ESPN blew minds for three years with the now iconic World Record shattering moments.
Fuel.
Traditionally, Red Bull sports and athletes are organized by silo to ensure that the content is as culturally relevant to specific audiences as possible for core fans. However, this approach limits the scale and reach to larger mainstream audiences.
Spark.
Red Bull’s overarching strategy is to Give Wings to Athletes and Ideas, so when athletes like Robbie “Maddo” Maddison, Travis Pastrana, and Levi LaValle tell Red Bull about their insane dreams to execute never-before-seen sports feats, we knew this would be a moment we’d been waiting for to excite mainstream audiences.
Fire.
Capitalizing on an exclusive broadcast deal between Red Bull and ESPN, we named the events New Year No Limits, which became the platform for Red Bull athletes to dream up world record-shattering stunts. The viewership was through the roof with an already engaged audience on ESPN, solid promotion, and a slot right after the Chick-fil-A Bowl.
Television.
4.2
Nielsen Ratings share of viewership on ESPN.
Views.
38M
Live viewership on ESPN and YouTube.
Impressions.
500M
Impressions across the internet and social channels.
