Under the banner of Red Bull at Night, engage consumers, press, on premise, and industry with an unforgettable nightlife experience.
Redefine the way that Red Bull as a brand engages consumers and on premise.
The best night out just feels right, serendipity, in the moment – you’re in the right state of mind…
Across 3 nights, with a cast and crew of over 80 Reubenites, we created Become the Night, a rollicking and surreal action adventure. This piece, part promenade, part site specific, transformed the streets of London into a playground that inspired people to say YES to the night.
Our audience’s evening was interrupted by a mysterious character with some enlightening ideas. His interference led them into the depths of Soho’s underbelly; they were interrogated, kidnapped, covered in glitter and abducted by a gaggle of drag queens… and it was all part of The Oracle’s master plan to say YES to the night.
As part of the piece we created a microsite to host the online competition. We also delivered pre and post video content, and produced a bespoke music track.
#becomethenight #RBATNIGHT #reubenfeels
148 people said YES to the night. Our online competition had a 20% conversion of online entries (av. 2-5%), with 1,908 page views. We created two added value content pieces, survived two tuk tuk arrests and one riot with armed police.
Wow! What just happened?
Joe Chapman @JRChpmn @BAMerchant