RED BULL BEAT BATTLE

ANIMATION / ART DIRECTION / CAMPAIGN / CONCEPT / COPYWRITING / DESIGN/ VIDEO / WEBSITE

Red Bull challenged us to hype up the 2014 instalment of Red Bull Beat Battle, South Africa’s premier dance contest, amongst competitors and spectators alike and encourage dance crews to enter the game.

THE IDEA

The insight that gaming is one of the most popular online activities amongst our target market fuelled the idea to create a personality and tone that revolved around gaming and encouraged the gamers to either enter their crew or attend the final event.

THE CAMPAIGN

RedBullBeatBattle.co.za became the hub for competition activity. We created Promo videos bringing the gaming concept to life. These videos featured on redbullbeatbattle.co.za and Red Bull Social assets and served to create excitement amongst spectators & competitors. In phase one, media banners featuring popular gaming phrases drove users to the site where they could register their crew for auditions, learn about the history of Red Bull Beat Battle and download fresh content.
Gamification was introduced to the mix in phase 2; we allowed users to affect the outcome of the competition by voting for their favorite Wildcard crew, the crew with the most votes would then be able to compete at the final. In the third and final phase we profiled each of the 8 finalists with bespoke profile videos and gave additional information about the event happening at Walter Sisulu Square. On the night we unveiled the Live Feed feature, where we brought the excitement of the live event to the hands of the consumers, keeping them up to date with all Level ups and K.O’s going down on the night.

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