Create a rounded digital campaign to promote Red Bull trials bike rider Danny MacAskill's eagerly anticipated 'MacAskill's Imaginate'. Harness the passion of Danny's core fans through innovative social activity in order to fuel engagement with bespoke content and drive traffic to RedBull.com. Use multiple touch-points to reach a mass Red Bull audience, ensuring that the key message - giving wings to people and ideas - is embedded throughout.
'Imaginate', Danny MacAskill's most recent riding film, is his most ambitious project to date and a film two years in the making. It features mind-boggling tricks taken from Danny's own scrapbook drawings, and gives fans an insight into Danny's childhood riding dreams and a peek inside his mind.
We created an interactive video stream that revealed hotspots of behind-the-scenes action in order to give fans even more of an insight into Danny's wacky imagination. We also built a viral map to visualise the global buzz around the film, capturing the enormous spread of people watching and tweeting about 'Imaginate'.
The series, which was housed on a custom-built microsite at redbull.com/imaginate, culminated on 18th April with the explosive release of Danny's main riding film, and received over a million views in the first 24 hours, with no signs of slowing down.
As episodes were released each week, we challenged fans to 'Make Danny's Mind Up' by solving increasingly difficult Pinterest puzzles on imaginate.redbull.com/pinterest. By re-pinning a set of jumbled photos in the correct order, they revealed an awesome shot from the 'Imaginate' series that gave them a sneak preview of what to expect next.
To catapult the project to a global audience, we launched a Reddit 'Ask Me Anything' on the same day, and engaged a huge number of biking influencers and communities in the run up to ensure that we were involving core fans.
The AMA was a resounding success, receiving over 900 comments laced with admiration for the athlete, and hit the front page of Reddit within the hour. At the same time, Danny's honest and humorous video responses drove Redditors back to the Red Bull site to watch him in action.
And how could we invite the consumer at POS on a digital journey of discovery into Danny's mind? A QR code was included on limited edition Danny MacAskill Red Bull cans that took users back to the site where they were presented with an exclusive Danny riding POV video, which included custom
animations of his ideas throughout. Fans who were able to count and recall Danny's ideas in order were in with a chance to get their hands on a limited edition signed print.
Danny's riding film received over a million views within the first day, and is continuing to rise at a rapid pace as news of the incredible tricks featured in the film is shared around the world.
The Reddit AMA engaged a massive audience; with over 900 comments and more than 2,300 upvotes, it shot up to the 7th most-read topic on the platform's front page - no mean feat.
By hosting response videos on RedBull.com and driving Redditors through via links posted into the feed, we drove over 360,000 referrals back to the site and allowed Danny's biggest fans to get up close and personal with their biking hero.
The Pinterest activity fuelled a huge rise in re-pins and impressions for Red Bull and engaged a new audience, while the QR code POV video created an important consumer touch point in keeping the product front of mind.
By offering fans fresh and exciting content over the series, we were able to keep fans coming back to the site to engage with MacAskill's 'Imaginate' again and again, and achieved 2.3 million site visits in total.