Red BullOVERCOMING OBSTACLES (OR SOMETIMES CONSTRUCTING THEM) WITH CREATIVE SOLUTIONS
rEvolution has partnered with Red Bull time and again to work on events that run the gamut of our capabilities, as well as Red Bull’s diverse and exciting interests. There are few brands in the world that approach event marketing in the way Red Bull does, rattling off an almost unbelievable slew of original and captivating action sports, art and live entertainment events and owning the experience end-to-end. Whether on the production side at a music festival or the PR side in support of Red Bull’s latest head-turning concept, these projects always come with a set of obstacles requiring creative solutions. But as is the case in the events themselves, getting over obstacles creatively is rEvolution’s special talent.
In 2009, rEvolution produced for Red Bull an all-day basketball tournament – opting to take it off the blacktop and lay down hardwood in the iconic Aragon Ballroom, traditionally a concert venue for nationally touring acts. Alongside a vicious, all-day, 3-on-3 tournament, local graffiti writers worked on custom installations and local rapper Twista played live, as President Obama’s longtime barber gave free haircuts nearby.
Reuniting in 2014, rEvolution helped to solve a production problem few others could – building a world-class skate park at the top of a skyscraper. The result was, after favors were called in and permits were obtained, exactly that – a skate park fit for Red Bull’s global team of superstars, keeping the heart and soul of the office space it occupied. Coined “Red Bull Daily Grind,”* the month-long installation was a literal and figurative place for skateboarders to go to work; and it proved fertile ground for viral content, due to the team of amateurs, pros and local legends who rEvolution hand selected to experience the space.
*Winner of the 2014 Silver Ex Award for “Best Buzz Marketing/Influencer Program” by Event Marketer.
*Pro Award winner for “Best Use of Content Marketing 2014” by Chief Marketer.
At Riot Fest 2014, rEvolution handled the production at the Red Bull Sound Select stage, building out a façade around the outdoor stage and improbably turning the footprint into the kind of grungy and beloved venue any punk fan would know – right down to the marquee and wheat-pasted show flyers.
In 2016, rEvolution worked with Red Bull as a PR agency on the majority of its sports events in the Midwest, garnering more than one billion media impressions for Signature Series events including Chicago’s Red Bull Reign 3-on-3 basketball tournament and Detroit’s Hart Lines skateboard contest, brainchild of Shecks himself.
Inside Red Bull Daily Grind
In the fall of 2010, rEvolution teamed up again with Red Bull to reclaim a forlorn construction site in the heart of Chicago to host nearly 50 of the world’s best BMX riders on the sort of pump-track-and-dirt-jump course of which dreams are made. Typical of rEvolution and Red Bull projects, authenticity was the key – from the rider list and the messaging, to the man hired to design the course itself – in this case, BMX legend Fuzzy Hall. It broke new ground literally, but digitally as well – becoming the first Red Bull Signature Series event to be simulcast in Europe and streamed live in the United States.