Red Bull Augmented Racing

Objective

Red Bull aimed to engage young mobile users through cutting-edge augmented reality technology while connecting the brand's racing heritage (Formula 1 sponsorship) to consumer interactions. The app activation was deployed across packaging to drive trial and word-of-mouth sharing among gamers and tech enthusiasts.

Solution

Red Bull Augmented Racing was a free iOS app that enabled users to build custom racetracks by physically arranging Red Bull cans on a flat surface, then photographing them with an iPhone to generate a digital circuit. Using computer vision technology, the app converted can layouts into playable racing tracks featuring the RB7 Formula 1 car. Players could race their own tracks, compete on others' creations, and share tracks with friends. The app was distributed via links printed on all Red Bull Augmented Racing 8.4 oz 12-packs (regular and sugar-free varieties) throughout summer 2011.

Results

Not published.