Ride Like Dovi
- Brand
- Red Bull
- Year
- 2020
- Objective
- Engagement
- Industry
- Food & Drink
- Mechanic
- Racing & Sports
- Platform
- Web
- Agency
- Zampediverse
Objective
Red Bull Italia needed a way to activate its sponsorship of MotoGP rider Andrea Dovizioso during the 2020 season, giving his fanbase something to do with their loyalty rather than just watch. Tying the game to a prize contest also gave the brand a second, more concrete goal: pushing sales of Red Bull Energy Drink cans through Autogrill, the highway rest-stop chain, by making a purchased receipt one of two ways into the competition.
Solution
The game loads straight in the browser on the Red Bull Italy site, no install needed, in a chunky 8-bit style built around Dovizioso's career highlights. The player throttles down a Grand Prix track behind him, swerving past rival riders and scooping up floating Red Bull cans to rack up points as the course scrolls by. Anyone can jump in for free by hitting "Gioco" and playing straight away, with their score feeding a public leaderboard that decides the contest's eventual winners. Buy a 330ml can at Autogrill instead, register the site with your receipt details, and you play the same track for a separate, bigger prize pool: Red Bull Mini Refuel Coolers and a €1,500 digital meet & greet with Dovizioso himself.
- 1
The player arrives at the Red Bull Italia campaign landing page and selects the free "Gioco" entry to launch the mini-game — no purchase required.
- 2
An 8-bit arcade racer starts: the player rides alongside MotoGP racer Andrea Dovizioso through recreations of the standout Grand Prix races of his career, overtaking rival riders on the track.
- 3
While racing, the player scoops up Red Bull cans scattered on the course, which add to the score and increase chances of winning a prize.
- 4
Each run ends with a final score that is logged toward the player's overall campaign standing.
- 5
As an alternate entry route, the player buys a 330ml Red Bull can at a participating Autogrill location, then registers on the contest site and enters the receipt details.
- 6
Registering a receipt unlocks the same mini-game but enters the player into a separate prize pool: ten Red Bull Mini Refuel Coolers and a digital meet-and-greet with Dovizioso worth €1,500.
- 7
When the contest closes, a leaderboard ranks every player by their single best score, and the top scorers in the free-entry track win Red Bull Ring caps.
