Red Bull Formula Face

Objective

Red Bull sought to create an innovative, memorable brand experience aligned with its extreme sports positioning by combining racing—a core brand equity—with cutting-edge facial recognition technology. The campaign aimed to generate buzz and engagement among consumers through a novel interactive experience that differentiated the brand in the digital space.

Solution

A free, browser-based racing game where players control a race car using facial recognition technology accessed via webcam. Players steer by tilting their head, activate power-ups by smiling, and gain speed boosts by blinking. The game tracked facial expressions and movements in real-time through the Metaio Unifeye Viewer plugin, delivering a hands-free, gesture-controlled racing experience. The project was developed by Xform Games in partnership with BUZZIN MONKEY and distributed online.

Results

Not published.