Red Bull is building buzz around it Air Race in New York via its very own society on Whrrl, a mobile social media hot spot.

Fans who join the Red Bull Society will gain access to insider knowledge and perks at venues all around New York, as well as special access to Red Bull Air Race events. Using Whrrl on their mobile phone, members will have all the access to Red Bull?s recommendations at their fingertips, based on their location.

?Red Bull?s goal is to enhance their brand, grow their community and activate people in the real world so they can play a more central role in their customers' lives,? said Jeff Holden founder/CEO of Pelago, makers of Whrrl, Seattle, WA.

?By partnering with Whrrl to create the Red Bull Society, they are providing recommendations, rewards and insider knowledge of what?s cool to do in New York so fans can experience the city through their eyes,? he said. 

?Society members can participate by contributing recommendations that are positive and relevant to the community.?

Red Bull Society members will receive:

? Waived cover charges and drink discounts at select NYC bars and clubs

? Ticket deals for the Red Bull Air Race

? Red Bull Air Race viewing party notifications sent to their mobile device

? Locations and dates/times of official Red Bull Air Race "Take Off" parties

? Red Bull Air Race recommended happy hours

? The ability to share their own recommendations with others in the Society

Whrrl Societies are groups of people who share real-world interests, enabling them to swap knowledge about places and specific things to do.

Members receive real-time notifications when new recommendations and rewards nearby are submitted to the Red Bull Society.

Members earn points for checks-ins, creating and completing recommendations, and for inspiring other Red Bull members to try new things.

As members earn points, they level up in the Red Bull Society and gain access to rewards.

Fans are notified when new events, rewards or recommendations are submitted by Red Bull or other society members.

?From the perspective of brands like Red Bull, Whrrl Societies enable three very powerful things: real-world community, activation and virality,? Mr. Holden said. ?Brands like Red Bull with an online Facebook and Twitter following can transform that following into a thriving and virally growing real-world community. 

?Ultimately, the society allows the brand to drive real-world activity among their base and build loyalty by being a high-value source of insider information and rewards,? he said. 

?Red Bull will be able to leverage unique Whrrl capabilities such as Fun Facts, branded check-ins, offers and notifications to encourage their community to take advantage of everything Red Bull has to offer at the Air Race and the New York area.?