Challenge

Keen to live up to their reputation as a disruptor, Red Bull decided to use the momentum from their recent success in short-form social, to launch their own dedicated OTT service - Red Bull TV (RBTV).

Hoping that their dedicated fanbase would follow the brand from their familiar short-form, snackable content to the longer-form, ‘lean-back’ programming, the marketing strategy was primarily focused upon platform distribution deals and third-party promotion rather than marketing the content itself. 

Solution

We came on-board in 2016 to supplement Red Bull Media House’s world-class production capability with three key content marketing services; all with the aim of condensing & showcasing RBTV’s strongest stories:

Strategy - working with Commissioners and Marketers to define RBTV programming Strand, Series and Tentpole release positioning

Creative - condensing long-form programming narratives into short-form social, digital & design marketing assets (promos, trailers and key art)

Versioning - high-volume, high-quality versioning of existing social and digital assets   

Impact

Over the past four years, our role has developed beyond working with the brand’s pre-existing narratives, with a new remit to:

Original Content Production - producing both programme titles and on-air identities, as well as global digital films for strand marketing campaigns

Platform Partnership Activation - driving better utilisation of global partnerships with platforms such as Twitch

Brand Development - scaling the Red Bull brand to ensure it can support active media and stay relevant