Red Bull Digital/Mobile promotion

Brief: Future Lions 2013: Connect an audience of your choosing, to a product or service from a global brand in a way that wasn’t possible five years ago.

Role: Everything (solo project).

Insight: A lot of brands are starting to discover gamers as a target group. But most of them are bad at creating real engagement.

Solution: A promotional campaign that ties together Red Bull with World of Warcraft using an augmented reality mobile app. With the app players connect their normal WoW account and acquire Red Bull branded potions that can later be used in the real game.

Special Thanks: to my planner friend Rasmus Bengtsson who's feedback was invaluable.