2012 Winners & Shortlists

Results and Effectiveness

The Art of Motion 36hrs Finals in Kuwait presented a unique opportunity to showcase just how interactive and engaging a microsite can be. Throughout the 36hrs we had 32,162 visitors to the microsite. Each visitor spent on average 12 minutes interacting with 335 images and 89 videos. All uploaded throughout the 36hrs final Red Bull Art of Motion event.

Creative Execution

We thought, what if our audience could follow the free runners live around the deserted island throughout the 36hrs? To make that possible we created an interactive microsite that engaged our audience with exciting content throughout The Final 36hrs. We developed an iPhone application to be used by each of the five teams. The application enabled the teams to upload a continuous stream of photos and videos to the microsite. The app also allowed visitors to the microsite to follow each team’s every move by the use of Geo Tagging. The audience could now navigate through the microsite and select which of the teams’ journeys they wish to follow. And they could then watch live photo and video updates from the selected team.

Insights, Strategy and the Idea

Red Bull Art of motion is an international Free Running competition that takes place across various world cities – the final event typically happening before a live audience. This year it was set to take place on a deserted island off the coast of Kuwait City – where the world’s best free runners were split into 5 teams and left to compete on the island for 36hrs. Each team was given equipment to create a short film documenting their free running journey. All films were later screened and judged, and the winners announced. Our objective was to create online hype around The Art of Motion 2011 36hr Final happening in Kuwait City. The challenge was getting people excited about an event they can’t experience live – instead the audience had to wait for the final films by each team to be released online after the 36hrs are over.