Red Bull Augmented Racing

Objective

Red Bull sought to engage young consumers through innovative mobile technology during summer 2011. The brand aimed to build a memorable AR experience that would drive consumer engagement and influence purchase intent by tying the physical product directly to interactive gameplay at the point of consumption.

Solution

Red Bull Augmented Racing was an iPhone and iPod touch app powered by Metaio's natural feature recognition technology. Users photographed or traced Red Bull cans placed on various surfaces (stairs, tables, hallways) to generate custom 3D racetracks. The app supported multiple gameplay modes where players typically created 5–10 tracks per session and challenged friends to race their courses. A call-to-action printed on Red Bull 12-packs directed consumers to download the game. The experience prioritized innovation and engagement over heavy branding, created by agency Circ.us.

Results

Not published.