Red Bull is leveraging its endorser partnership with Kiwi FMX star Levi ‘Rubber Kid’ Sherwood through a mobile-first game that acts as a promotional marketing piece for the launch of a limited edition 473ml Red Bull can dedicated specifically to the New Zealand Freestyle Motocross (FMX) rider.
Developed in harness with advertising, design and digital agency Special Group NZ and game developers Oddboy, the gaming initiative offers fans a chance to scoop daily prizes if they can land five increasingly difficult levels of bike stunts based on Levi’s own famous aerial acrobatic moves.
The top prize is a unique experience that will see the winner taken by helicopter to Levi’s Palmerston North training compound to meet the bike legend in person.
Red Bull Rubberkid Gameplay from Special Group on Vimeo.
The engaging 3D mobile-first gaming experience, which is run through Web-GL, is accessible through a bespoke site at https://rubberkid.oddboy.nz/.
The limited edition athlete endorser can will roll out across New Zealand through the summer.
“This guy is at the absolute leading edge of his sport, it’s great to be able to put him in the hands of thousands of Kiwis,” commented Special Group ECD Tony Bardbourne.
Comment:
This is one of the most notable and playable mobile-first gaming sports marketing initiatives in recent months.
Amongst other recent gaming activations covered by the Activative team in 2018 and worth checking out for inspiration are the Mercedes-AMG Petronas Pit Crew to tap and swipe game launched to leverage the Australian F1 Grand Prix (see case study)
and Nike’s ‘Reactland’ treadmill in-store initiative in China (see case study).
Last year Levi won the Red Bull X-Fighters World Tour for the first time after defeating French ace Thomas Pagès in a thrilling final round on Cockatoo Island in Sydney Harbour.
Red Bull’s previous initiatives around the Red Bull X Fighters star rider Levi include film and fact activity (see https://www.redbull.com/gb-en/athlete/levi-sherwood)
Links:
Rubber Kid Game
Red Bull
https://www.youtube.com/user/redbull
https://en-gb.facebook.com/redbull/
https://www.instagram.com/redbull
http://win.gs/WatchRBTV
http://goo.gl/J49U
http://win.gs/redbullfb
http://win.gs/redbulltwitter
http://win.gs/SubToRedBull
http://win.gs/TheRedBulletin
http://win.gs/RedBullNewsletter
Special Group NZ
https://www.specialgroup.co.nz/nz
