Red Bull Fitness

A $300 million opportunity for Red Bull in fitness serving 18-35 women in the high-intensity fitness community.

Red Bull UPRISING”  A free, grassroots movement that leverages leading fitness networks to gain access to high-intensity fitness obsessed women, and invites them to co-create unique experiences with our Red Bull Fitness Opinion Leaders, Athletes and Strategic Partners.

Red Bull UPRISING”
A free, grassroots movement that leverages leading fitness networks to gain access to high-intensity fitness obsessed women, and invites them to co-create unique experiences with our Red Bull Fitness Opinion Leaders, Athletes and Strategic Partners.

Challenge
Make Red Bull the can’t miss, pre-game ritual for 22-34 year old women in the high-intensity fitness community.

Creative
Red Bull Uprising, an anti-campaign dedicated to serving consumers and adding a valuable utility to their lives
by making the best fitness classes free and inviting consumers to help co-create unique experiences.

Informed by three key insights; 1). One-one experiences with fitness opinion leaders results in deeper trust, 2). Inspiration to perform better helps us overcome fitness barriers more than a desire for a physical outcome and, 3). Community creates accountability to reach fitness goals, we set about serving the Fitness Obsessed Consumer  Leverage ClassPass’ network to offer free fitness when Red Bull Opinion leaders are teaching. When the consumer receives their receipt for the class, they are offered a free Red Bull through Postmates

Informed by three key insights; 1). One-one experiences with fitness opinion leaders results in deeper trust, 2). Inspiration to perform better helps us overcome fitness barriers more than a desire for a physical outcome and, 3). Community creates accountability to reach fitness goals, we set about serving the Fitness Obsessed Consumer

Leverage ClassPass’ network to offer free fitness when Red Bull Opinion leaders are teaching. When the consumer receives their receipt for the class, they are offered a free Red Bull through Postmates

POP UPRISING: Consumers help Red Bull Opinion Leaders define unique fitness experiences outside of the gym, all completely free. (Holly Rinlinger Instagram story example)

POP UPRISING: Consumers help Red Bull Opinion Leaders define unique fitness experiences outside of the gym, all completely free. (Holly Rinlinger Instagram story example)

Partnership with November Project, a free, high-intensity fitness platform in 45 cities world-wide gives Red Bull a chance to make to 24K one-one connections every week

Partnership with November Project, a free, high-intensity fitness platform in 45 cities world-wide gives Red Bull a chance to make to 24K one-one connections every week

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Red Bull Basketball

Challenge
Hijack the NBA to connect Rajon Rondo’s game-time performance to Red Bull in the minds of consumers without the benefit of an NBA sponsorship deal.

Creative
"Boston's Got Wings" Boston Celtics player, Rajon Rondo, who is known for his ability to make game-winning steals, alongside Red Bull, donated $600 to local Boston Parks and Recreation centers, for every game-time steal completed, connecting Rajon's in-game, on-court performance back to Red Bull.

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