Red Bull BC One
North American Final Event:
BACKGROUND
Red Bull BC One is a high-energy, global dance property that has been running since 2004 and is one of the world's most prominent and well-respected breaking events. In 2015, the top breakdancers in the US and Canada were invited to Orlando to compete in the Red Bull BC One North American Finals. The request was to create a city-wide campaign, taking place from July to August 2015, to drive awareness, relevance, and attendance for the BC One North America Finals through strategic plans that would resonate with the core breakdance community and excite mainstream consumers who love the Red Bull brand.
EXECUTION
Develop and present a comprehensive integrated marketing plan that highlights Florida’s vibrant breakdance culture, showcasing the Red Bull brand through authentic local bboy storytelling and activations.
Coordinate and deliver pop-up performances throughout the city to engage diverse audiences.
Design and implement a custom out-of-home mural to share the story of a local bboy.
Collaborate with local businesses to identify, negotiate, and secure wall space in high-traffic target neighborhoods.
Work alongside international mural artist Andrew Spear to finalize the concept and design for the mural.
Partner with the digital team to maximize both out-of-home and digital advertising, supported by a comprehensive product sampling campaign to increase event awareness.
RESULTS
3,000 spectators attended—the largest BC One North America Finals to date.
This was the first National Finals streamed in both English and Spanish.
ROLE
Campaign Development
BTL Marketing
Media Outreach
Sampling
Strategic Partnerships
Talent: Bboy management
Pop Up Execution
Event execution