Red Bull Creates Motorcross Tracks Across Dallas - Event Marketer

Red Bull Creates Motorcross Tracks Across Dallas

DB_RedBull_2004 Ex
Brand: RED BULL
Agency: PGI
Awards: EX AWARDS — BEST ACTIVATION OF A SPORTS SPONSORSHIP
Year: 2004

The always irreverent Red Bull made yet another branded mark, this time at Supermoto events in Las Vegas and Dallas. Red Bull gave PGI the mission of finding non-traditional venues to create its motocross tracks on, and the agency delivered when it chose the (1) parking lot of the Rio Hotel in Sin City and (2) an underground loop beneath the Dallas Convention Center.

It took 35 truckloads of dirt to create the track competitors would race on in Dallas and more than 50 in Las Vegas. Add 7,000 linear feet of crowd control barricading, 2,000 straw bales, and 3,000 feet of hydro barriers for safety and you got yourself a complete dirt bike maze in the middle of a city.

The area was turned into more than just a bike race. DJs, entertainment, activities, and meet and greets made it worth coming out for. Crowds of 10,000-plus showed up.

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