Felix Baumgartner jumped from the edge of space, Danny MacAskill defies gravity with his bike: When the Red Bull athletes perform the world holds its breath. For the Fall campaign “World of Red Bull”, the Austrian company not only honors their athletes. All fans get a chance to participate in the so-called “Red Bull Wings Academies” and get talent coaching from real professionals – for example from the two Gold-medal beach vollyball players Julius Brink and Jonas Reckermann.
The campagin can be experienced nationwide through TV and cinema spots, print ads, packaging and billboards. The assignment for Golden Alligator was to make the world of Red Bull look great online: an intelligent and flexible technical concept laid the framework. A high quality user interface design, the right technical skills and no fear of looming deadlines also played an important role.
The result is a clever and creative web widget that is seamlessly integrated into the existing redbull.de site. A variety of interaction possibilities using Facebook, Twitter and Instagram as well as online registration from the Red Bull Wings Academies invite participation.
The world of mobile devices is getting steadily more colorful and the Red Bull target audience is especially tech-savvy. So it was clear that responsive design was a must for the World of Red Bull. Regardless of which tablet they use, visitors to the World of Red Bull always have a perfect view and all interactive elements can be easily manipulated using gestures.
The campaign widget is intregrated right at the top of the start page at redbull.de. When the widget is opened, the entire content, including the main navigation, slides to the bottom of the screen. Clicking on detailed information for athletes or events takes the user back to the main page and the widget becomes an interactive navigation bar.
Wings in Action
There are spectacular videos of the Red Bull athletes. In the widget library they get the attention they deserve. The platform-independent player and an optimized full screen display offer unobstructed viewing pleasure.