Red Bull #Airdrop
If there is any place to go big, it’s at ASU - the largest university in the United States. As part of a larger campaign, we wanted to capitalize on a big moment and produce a unique socially activated crate that only opened after 300 #airdrop hashtags were used on Twitter and/or Instagram. Best part, it was dropped right as 11,000 freshman were walking out of orientation at Arizona State University.
THE STORY
If there is any place to go big, it’s at ASU - the largest university in the United States. As part of a larger campaign, we wanted to capitalize on a big moment and produce a unique socially activated crate that only opened after 300 #airdrop hashtags were used on Twitter and/or Instagram. Best part, it was dropped right as 11,000 freshman were walking out of orientation at Arizona State University.
ROLE: NATIONAL EVENT LEAD
+ Lead development, training and execution for the US campaign
+ Lead concepting and design with HQ social team and agency parter on socially activated crate
+ Consultant/coach on site when local field team "dropped" the crate
SOCIAL HIGHLIGHTS
ORIGINAL SOCIAL CRATE MOCK UP
