This Summer Red Bull released a limited-edition Joe Canning can,
the first of its kind in Ireland.
To coincide with the launch of the can Red Bull wanted to create a digital experience that would engage hurling fans across the country.
Red Bull
Red Bull Strike
The challenge
Joe Canning is renowned for his skill, speed and power on the pitch.
Our challenge was to create an experience that would take his real world characteristics and translate them to the digital world.
What we did
We created a mobile game and Joe Canning challenged the nation to compete in Red Bull Strike.
Players used their mobile phone as a virtual hurl and aimed to strike a sliotar as far as they could and maybe even further than Joe! It was that simple, take aim and swing your phone as fast as you can! However, the beauty of Red Bull Strike was that simplicity. By pulling things back to a very raw contest of skill and power, fans stepped onto the field with nothing other than themselves, their courage, and their tenacity with the hope of adding their name to the leaderboard of legends. Players received instant feedback to how far they had hit the sliotar. The highest score won a training session with Joe Canning and a VIP weekend for them and their friends.
To support the game we created a variety of content for use on Red Bull and Joe Canning’s social channels and the Red Bull website. We designed all elements of the digital campaign including the logo, display banners, the micro site and game and the digital PR packs. We created a unique 360 video for Joe Canning to launch the game.
The Results
The campaign was a huge success, resulting in:
- Total gameplays: 250,000
- Total gameplay time: 101 days, 18 hours, 33 minutes and 59 seconds
- 3 Broken phones!
