Find The E-Shot
- Brand
- Red Bull
- Year
- 2010
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Puzzle
- Platform
- Social
- Agency
- Friendly
Objective
In February 2010, Red Bull introduced Energy Shot — a new 60 ml, still, no-refrigeration format — to Hungarian retail, and the marketing job was essentially perceptual: shoppers had to learn to notice a small, unfamiliar bottle on the shelf and at the checkout counter. Budapest agency Friendly built the launch campaign around training exactly that skill, turning a YouTube pre-roll into a spotting exercise instead of a passive watch.
Solution
The game runs entirely inside a YouTube video, with no app or separate site to open. The viewer presses play on a clip labelled "part 1" and watches an ordinary-looking scene — except a small bottle of Red Bull E-Shot is hidden somewhere in the frame. Finding it and clicking on it is the only way to continue: a correct click jumps straight into the next clip in the series, while a viewer who can't spot the bottle simply stays on that same video. Each successful click advances the story one part further, so a single ad plays out as a short chain of look-and-click levels rather than one continuous film.
- 1
The player opens the first video in the series, "Find the Red Bull E-shot! part 1," on YouTube and plays it like any other clip.
- 2
As the scene plays out, the player scans the frame for a small Red Bull E-Shot bottle hidden somewhere in the shot.
- 3
Spotting it, the player clicks directly on the bottle within the video — the only interaction the game offers.
- 4
A correct click advances the player to the next numbered part, a new video with a new scene and the E-Shot hidden again; the player repeats the spot-and-click loop across the chain of parts to complete the series.
