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 ask was to create a two-month city-wide campaign to drive awareness, relevance, and attendance for the BC One North America Finals through strategic plans that will resonate with the core breakdance community and excite mainstream consumers who love the Red Bull brand.
EXECUTION
Create and present a robust integrated marketing plan, showcasing Florida’s rich breakdance culture and bringing the Red Bull brand to life through local bboy storytelling and activations.
Execute Pop-up performances around the city.
Execute custom OOH mural to tell the story of a local bboy.
Work with local accounts to negotiate and secure wall space in high-traffic target neighborhood
Collaborate with international mural artist Andrew Spear to finalize mural concept and design
Work with the digital team to maximize out-of-home & digital advertising along with a substantial product sampling campaign to generate heightened awareness around the event.
RESULTS
• 3k spectators (Largest attendance to date for a BC One North America Finals)
• First BC One National Finals to be streamed in both English and Spanish
ROLE
Campaign Development
BTL Marketing
Media Outreach
Sampling
Strategic Partnerships
Talent: Bboy management
Pop Up Execution
Event execution