Red Bull
Neymar Jr's Five

Red Bull and Neymar Jr. are hosting the world's biggest street soccer event. For many fans, it's a big dream to play with Neymar Jr. one day. Around the world, soccer fans can not only join in, but a wave of fans is expected to go through the digital network around the globe. But that's not all: how do we get young women actively involved and how can we promote such an event worldwide?

The Task

Together with the Red Bull Global Marketing team, we developed a comprehensive campaign that was rolled out in different phases. The goal was to keep fans, soccer players and all interested parties actively on the ball over a period of six months. For the young target group, the focus was on mobile first.

The highlight, however, was that the point-of-sale was networked with the digital media. An access code was placed on the Red Bull can, on the clip or attached. Purchased, scanned and the game begins.With augmented reality filters developed, fans could play against Neymar Jr. Such an event must be shared and they could share their game, filters and stickers on Instagram & Co. Share.

We accompanied the campaign with numerous trailers that went live over the period. The goal was not only to invite fans, but also footballers to join in. Numerous digital tools such as Instagram polls, gifs, story stickers for posts, a chat bot and as well as the AR filters were developed to carry the event through the web.The worldwide online event was rounded off with classic posters and billboards at the PoS but also novel screens such as Videri, or the Red Bull can hanger and chips tailored to a young target group.

Red Bull Neymar Jr Five logo animation.

The Result

The campaign went on air on 6 continents and in 62 countries; Neymar Jr. alone generated over 8 million views on his Instagram account. Broad awareness due to a holistic integrated campaign - over 6 months high interaction among young users, especially women innovative networking of the point of sales and interactive product presentation.

The Solution

Together with the Red Bull Global Marketing team, we developed a comprehensive campaign that was rolled out in different phases. The goal was to keep fans, soccer players and all interested parties actively on the ball over a period of six months. For the young target group, the focus was on mobile first.

The highlight, however, was that the point-of-sale was networked with the digital media. An access code was placed on the Red Bull can, on the clip or attached. Purchased, scanned and the game begins.With augmented reality filters developed, fans could play against Neymar Jr. Such an event must be shared and they could share their game, filters and stickers on Instagram & Co. Share.

We accompanied the campaign with numerous trailers that went live over the period. The goal was not only to invite fans, but also footballers to join in. Numerous digital tools such as Instagram polls, gifs, story stickers for posts, a chat bot and as well as the AR filters were developed to carry the event through the web.The worldwide online event was rounded off with classic posters and billboards at the PoS but also novel screens such as Videri, or the Red Bull can hanger and chips tailored to a young target group.

Red Bull Neymar Jr Five logo animation.

The Result

The campaign went on air on 6 continents and in 62 countries; Neymar Jr. alone generated over 8 million views on his Instagram account. Broad awareness due to a holistic integrated campaign - over 6 months high interaction among young users, especially womeninnovative networking of the point of sales and interactive product presentation.