2012 Winners & Shortlists

Results and Effectiveness

‘Screaming Fans Say It Best’ received more than 6 Million views on YouTube (Source: Youtube.com) Driving staggering traffic to our site. By basing our big idea on creating a multitude of engaging content, we were able to increase traffic to the Red Bull MEA Portal by a staggering 2000% from last year. And people spent on average 7min 3sec engaging with our content (Source: Web Trends).

Creative Execution

We released a series of films on Youtube, featuring Red Bull Athlete Abdo Feghali, a Lebanese racing champion. Screaming Fans Say It Best! The films went viral in a matter of days, putting the audience in the passenger seat next to the Champion while he drifts on a closed track! The films directed viewers to the website where they could engage further with the concept by choosing different characters to sit in the drifting car. They could switch camera views from inside the car. Viewers could chose to ride in the drift car with the typical Lebanese bimbo, or the terrified Saudi, or even the fearless grandma. People could even register through the website to enter a draw that happens at each of the Qualifier Events where the winner gets to experience the thrills of being in the drifting car next to Champ – just like in the virals!

Insights, Strategy and the Idea

Red Bull Car Park Drift is one of Red Bull’s major activities to engage consumers in the Middle East. Car Park Drift is a regional drifting competition with Qualifier Events taking place across 11 countries, over a period of 5 months – ending with the Final Event that takes place in Lebanon. Our objective was set on establishing Car Park Drift as THE major drifting event in the region – and positioning Red Bull as THE authority on drifting in the Middle East. It was impossible from a budget perspective to keep our audience engaged for 5 months across 11 countries using traditional media. And when we discovered that the Arabic word for “drifting” is Googled over 450,000 times a month in a market like Saudi Arabia where Car Park Drift was treated as a small Qualifier Event, we decided to focus our effort online.