Red Bull Soapbox Racer

Objective

Red Bull positioned itself as the energy brand for extreme, gravity-powered thrills by creating a digital game that mirrors its real-world Soapbox Race events. The campaign combined creative expression with physics-based competition to engage audiences and reinforce Red Bull's association with daring stunts and high-energy experiences.

Solution

Players could draw custom soapbox car designs in freehand, with the game automatically generating a 3D model that could be hand-painted and decorated. Each car was then released down steep, procedurally-generated tracks powered by gravity. The game supported multiplayer racing where players could challenge friends, with winners earning access to additional creative tools and cosmetic options. Built as a web-based interactive experience that linked the digital game to Red Bull's real-world Soapbox Race events.

Results

Not published.