Energy drink giant Red Bull is targeting 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. To celebrate their recent successful seasons, the Red Bull Racing team is collaborating with Artificial Life and dedicating this racing game to fans and supporters worldwide to engage them during the off-season.

?As far as the strategy, Formula One racing is very big internationally, and in 2009 Red Bull Racing finished No. 2 overall?it?s a very popular team,? said Matthias Immel, Berlin-based director of business development for Europe at Artificial Life. ?One of the drivers is Australian and one is German, and Germany and Australia are the two biggest iPhone markets other than the U.S. and Britain, so it?s a great fit.

?The racing genre is very popular for iPhone gaming, and we had the vision that this would be one of the leading racing games for the 2010 racing season internationally,? he said. ?There are high expectations that one of the Red Bull Racing drivers will become the Formula One champion this year.

?The season starts in mid-March, and every team is unveiling their new cars in January and February, so we?re timing the launch of the app to coincide with that.?

Red Bull is an energy drink which is produced and sold by the Austrian company Red Bull GmbH. The beverage's slogan is "Red Bull gives you wiiings."

Based in Los Angeles, Artificial Life Inc. is a full-service provider of mobile broadband 3G technology, mobile participation TV, 2D and 3D mobile gaming, content and business applications. The company has a mobile commerce portal at http://www.botme.com.

Artificial Life created a similar iPhone racing game for BMW.

Mobile racing
The Red Bull Racing Challenge game retails for $2.99 in the iTunes App Store.

The target demographic is consumers in their 20s and 30s skewing male.

In the game, players steer the speedy RB5 through the 2009 season's calendar.

Racing down realistic 3D courses worldwide, players experience the thrill of the world's top racing tournament.

The game lets players compete for the championship and share their records via the online leaderboards or race against the clock and record their best lap times.

In between races, players can visit the Red Bull Energy Station to test their Red Bull Racing knowledge in a trivia quiz or access official behind-the-scenes videos and photos that capture exciting moments from the season.

The game features six challenging tracks in China, England and Spain, with practice sessions and qualification runs to provide a full-season experience.

There is an in-game pit stop challenge to test player's reaction time.

The game features a multiplayer mode via Bluetooth, as well as customizable races with various tracks, playing modes, weather and control schemes.

Users can sync with Facebook and Twitter to share their progress with friends.

The background music is from Twin Atlantic's new album, "Vivarium."

Bull by the horns
Artificial Life has been working with Red Bull for some time.

Red Bull plans to team up with TV and radio stations to promote the iPhone application.

The brand will have an on-site presence at various Formula One events. Sweepstakes are also currently in development and will be announced in time for the kick-off of the Formula One season.

?We do lots to support Red Bull?s activities, and normally Red Bull?s Formula One team is important for brand building, but it?s difficult to have an experience with fans,? Mr. Immel said. ?Our product helps them to enhance the experience and the excitement around Red Bull Racing, making the experience accessible for fans of the team.

?The cars are completely branded with Red Bull logos, and the branding not only on the cars, but also on signage around the virtual track,? he said.

?There may be an advertising campaign to support the app, but at the moment we?re at an early phase, slowing ramping up the promotion leading towards spring when the Formula One season starts.?