Red Bull drives awareness of campaign via mobile bar codes

By Rimma Kats

July 11, 2011

Energy drink giant Red Bull is running QR codes on bus shelters to promote its new event that challenges teams of inventors to create the future.

Red Bull Creation took place on June 10. The event gave inventors a theme and 72 hours to build something useful, imaginative and inspiring.

Mobile invention
The bus shelter advertisements are spread across New York and feature a mobile bar code.

The advertisements highlight Red Bull’s Creation event taking place in McCarren Park in Brooklyn, NY.

When consumers scan the bar code with their mobile devices they are redirected to a video that highlights the challenge and what they can expect.

The Red Bull Creation challenge features 16 teams that have three days to create the future.

Consumers have one day to witness it.

The video drives consumers to the event to see what the teams have come up with.

Mobile promotions
Last year, Red Bull targeted tech-savvy Formula One racing fans with the launch of a game for the iPhone and iPod touch.

Red Bull tapped Artificial Life Inc. to create Red Bull Racing Challenge, the official game for the prominent Formula One team Red Bull Racing (see story).

Additionally, the company ran on-package call-to-action to drive adoption of a branded mobile game designed to increase consumer engagement and influence purchase intent through augmented reality (see story).

Earlier this year, Red Bull was among a number of brands that ran proximity-based mobile coupon promotions targeting consumers with Bluetooth-enabled devices while they are in convenience stores (see story).

Comments on "Red Bull drives awareness of campaign via mobile bar codes"

1. Libby Tucker says:

   July 12, 2011 at 4:05pm

   Great article and great usage of QR. I wrote about the same thing recently, along with the pros/cons of the campaign http://socialpromotionsblog.tumblr.com/post/6947269402/qr-code-in-nyc-subway-by-red-bull-i-previously