• Generate a selection of good copy/image ideas based on national themes that can be made into Red Bull ads
• Increase size of Facebook Fanbase
• Increase number of Facebook interactions
• Capture fan info and build email database for future initiatives
• Online access via custom username and password; accessible 24/7
• Real-time tracking of contest entries
• Custom Facebook tab
• User Generated Content app
• Language Notification app
• Voting app
• Data capture app
• Content Management System
HOW IT WORKED
Red Bull reached out to Facebook users in search of creative and fresh ideas to inspire their new ad campaign. A call to action across traditional and digital media drove the public to the Best Ad contest on Red Bull’s facebook page (www.facebook.com/redbull). The in-depth custom built app contained tabs providing participants with information on the contest, inspirational themes, a section to submit an entry and a section to view and vote on other’s entries. The different sections were connected and easy to navigate via a menu bar across the top of the application, creating an intuitive user experience.
To submit an entry participants chose a title for their idea and entered copy explaining the concept. They also had the option to upload supporting documents which could include photos, audio files, videos or storyboards. The custom application was connected to YouTube, Vimeo and Scribd so participants could simply submit the URL of their video or document to import the content into their entry.
Consumer data and preferences were collected from the contest entry form, enabling Red Bull to segment participants and engage with fans through targeted ongoing communications.
The Facebook ‘Like’ button was implemented as the voting mechanism. The public could view the concepts and vote by Liking an entry. Each entry could only be Liked once but voters could ‘Like’ an unlimited number of entries. After the contest was closed, Red Bull used the Content Management System to review the entries internally and select the final winner. The best ad creator won not only a personalized Red Bull prize but also the kudos of seeing their ad broadcast all over the country!!