There are few non-sport brands that leverage sporting events better than Red Bull. In fact, Red Bull even creates their own! The Red Bull Crashed Ice World Championship is the result of “the best and toughest ice-hockey players in the world, a sizzling atmosphere, stunning surroundings, tonnes of steel, a huge cooling system and thousands of square metres of frozen water”. The sport is called ice cross downhill.
120,000 fans were in attendance at the event held in Montreal. The Red Bull Crashed Ice website was designed to energize these fans as well as many more that could not be in offline attendance. Available in 3 different languages, the site provides real-time results, photos, videos, news, and more. There is even an interactive online game (picture above) where users can challenge friends and compete for the top 20 spots on the leaderboard. Featured directly on the homepage is a link to the Facebook page, which hosts 6,431 fans. And Red Bull is not afraid to communicate with these fans by inspiring comments and replying to them.
Let’s see how they manage their next event: Red Bull Cold Rush.
