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Red Bull contest misses some energy

November 6, 2007 at 2:35 by Martina Comments

In the UK, Red Bull has launched an online cartoon competition. The goal of the Red Bull Tall Story contest is to make people interact with the brand and to find new stories to be featured in the next TV campaign, made of cartoons, that this year celebrates its tenth anniversary.
As explained on New Media Age, the energy drink brand is investing 500,000 pounds to promote the contest, using radio, print and online advertising as well as dedicated on-campus student promotions.

The idea of the Red Bull Tall Story is not very original. As Madonna sings…
I’ve heard it all before
I’ve heard it all before
I’ve heard it all before
I’ve heard it all before

But, there is a BUT. I believe the concept fits the brand and the idea of relationship Red Bull lovers want to have with the brand. I mean, even if I don’t like drinking Red Bull I always enjoyed their TV spots, and I would be happy to participate and write the plot of the next ad. Basically, such an open attitude, and the idea of involving consumers in the “making of” a campaign it’s somehow what I expect from a cool brand like Red Bull in the age of user generated content. What I actually don’t expect it’s such a flat site to present the contest. Look at it, a part from the lovely cartoons, everything else is sadly text based (it was hard even to take a couple of good screenshots to enrich this post), there are no animations (a part from a lonely fox skating through the screen), no action, no sounds.
Where is Red Bull’s energy here?
What is your opinion?

3 Responses to Red Bull contest misses some energy

  1. sonya says:

    I think contests are a great way to get customers involved, and this one is good because it’s not overly demanding: everyone thinks they could make a cartoon, therefore more will participate

  2. wouter says:

    I think Red Bull is setting the standard with their events and the campaigns around those events. But their TV advertising (cartoons) are not only lacking energy, but also do not fit all the other stuff they do. They have become an icon brand…why not show that on tv as well?
    About the contest? it’s cheap…they can only get away with this if they are intentionally saving money for another edgy event which is cool! Otherwise it is not matching the brand at all.

  3. Ash says:

    I agree there isn’t much going on in the sketch but maybe that’s the point. Entrance would feel they could make a better sketch and influence peoples interest. After all Red Bull’s marketing is primarily based on buzz marketing.

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