Red Bull Night Riders Event :

BACKGROUND 

Globally, surf is one of Red Bull’s top priority heritage sports. In the United States, the Florida surf community is a must-win target audience. However, over the years, the format for surf contests has become stagnant. As a result, athlete participation and spectator attendance were on the decline, while consumers were hungry for new surf events.

STRATEGIC APPROACH

• To address these challenges, the approach was to create an original surf event concept that would generate excitement with both athletes and spectators.

• By working with the local surf community and athletes, the event would incorporate the conditions and challenges that make surfing on the East Coast unique in Florida.

EXECUTION

• Building on this strategy, Red Bull Night Riders checked all the boxes for a new, unique surf event. Six of the best Florida tow-in pro surfers competed in Night Riders, marking the first night surf contest in the US.

• Under the stars, the moon, and the 40k watts of LED balloon lights that lined the beach and pier, the ocean lit up like a football stadium. In front of 7,000 spectators, the local pro surfers had the opportunity to capture big air, pull off their best trick, and push the limits of their sport.

RESULTS

• This approach achieved significant results: over 7,000 spectators lined the Jacksonville Beach Pier and beach to witness this illuminated professional surf event.

• The event garnered international and national media coverage, and Red Bull Night Riders became an annual event in Florida (10+ years) and has been executed in other countries.

ROLE

Event Creation and Production 
Campaign Development 
Content Creation and Development 
BTL Marketing 
Media Outreach 
Sampling
Strategic Partnerships 
Athlete management