India's 1st Red Bull Flugtag witnesses over 35,000 spectators
22feet Tribal Worldwide successfully executes digital campaign for Indias 1st Red Bull Flugtag
Red Bull Flugtag (translated as flight day in German) has been known as one of the worlds most innovative events since its inception in 1992. Following its global legacy, Indias 1st Red Bull Flugtag was recently hosted in Bangalore, India on 28th September, 2014.
35 thousand Bangaloreans witnessed 31 courageous teams launch their hand-made flying machines off a ramp and straight into the historic waters of Sankey Tank. The teams spent months designing; building and testing their machines for what they hoped would be a few seconds of glory! That honour went to team Visar-jet from Mumbai.
On hand to dish out points for design, creativity and sheer craziness was a star-studded panel of judges including Bangalore natives Nikhil Chinapa and Ashwini Ponnappa along with Monica Dogra, Rannvijay Singh, Varun Aaron, and Tania Sachdev.
This norm defying event needed a path breaking proposition for being promoted on digital and social platforms. Thus, taking a leaf from the rich heritage of gravity-defying stunts in Indian cinema, Red Bull used 'flying with Indian physics' as an umbrella thought to communicate various aspects of their digital campaign.
22feet Tribal Worldwide needed to fly against the gust of conventional event-promotion ideas while spreading the word about India's 1st Red Bull Flugtag.
The challenge was simple: How do you take a single concept and blend it into various aspects of communication for a 5-month-long campaign calendar? Despite Indian cinema's overwhelming popularity for its physics defying stunts, it would be difficult to familiarize the audience with the concept of flying with Indian Physics and sustain interest over a long period of time.
The Brand Idea:
School of Indian Physics
The School of Indian Physics exists only on the cloud (and in the minds and hearts of everyone excited about India's 1st Red Bull Flugtag). It integrates all parts of the campaign under a single course: the Crash Course in Indian Physics. Important assets were given a school-ish twist. The various steps included:
- Call for entry communication - These were made to look like adverts for tutorial classes
- Event Registration Form - Was designed like an admission Form for the School of Indian Physics
- Archives of all communication - All important creatives go under a 'Library' section on the website
- Indian Physics explanations to random questions - The Surprise Test section on the website covers the campaign's fuzzy logic
- References of Indian superstars - Physics-defying stars like Rajinikanth and Salman Khan become the Alumni for the school
- Launch of the Red Bull Flugtag Game - This was announced as an annual Sports Day Celebration
- The game winner gets to travel to the event - This was marketed as a Scholarship, through which one student gets to represent the school at the event
- The D-day of the event - The Final Exam
Apart from digital communication, 22feet Tribal Worldwide also set up a GIF booth at the event - a fun interactive place where people came to the booth and got GIFs clicked of themselves which went on their social platforms (Facebook and Twitter) with Flugtag specific messaging.
The Result (As of September 29, 2014):
The 5-month long campaign for The School of Indian Physics witnessed a phenomenal response. Red Bulls social pages were abuzz with likes and distinct responses. The Red Bull Flugtag game (microsite) alone witnessed 2,530 players with 67,422 total game plays. The recorded average time spent per person on the Flugtag game was 4:27 minutes.
Talking about the campaign, 22feet Tribal Worldwide team said, “This campaign posed a unique challenge as we were talking to an audience who weren't initiated with the concept of Red Bull Flugtag. From 'Indianizing' an existing Red Bull Flugtag game to creating an entire website themed around a school; 'The School of Indian Physics', we turned popular culture around its head with great design and outrageously funny content to initiate our audience. It was a great experience working on this campaign, with the brand supporting us in our endeavor to create immense following for this event that took place on 28th September, 2014.”
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