Brief: Not everyone can attend the Red Bull annual Soapbox Race, for those that fall into that bucket, a digital game has been created to simulate the feeling of the real thing. We were tasked to design engaging social-first and Brightline CTV units to help bring awareness to the Red Bull Soapbox Race online game and introduce aspects of prizing to incentivize participation.
Solution: In order to tackle the awareness issue of the Red Bull Soapbox Iowa digital game, I determined that gamifying the ads would help promote the online game in an interactive and whimsical manner. I developed and guided platform specific creative by creating a series of mini-games that would funnel users to the main digital game. By using tools native to specific platforms, we managed to design engaging in-app challenges like tap-story races and community based polls—all geared to put users on the road to a Red Bull Soapbox Iowa digital game victory.
