Red Bull Site Gives Street Ball a Global Audience
Red Bull put its own distinctive spin on one-on-one basketball, holding The Red Bull King of the Rock tournament on Alcatraz. To build word of mouth, the brand loaded promotions and information onto redbullusa.com/kingoftherock, where it invited people to attend and participate in the events. After the events, the site gave viewers the opportunity to view video content and engage in an interactive bracket.
The microsite needed to translate the world of street ball for an international audience—a goal Red Bull accomplished through videos and interactive content. During the tourney, the site gave fans daily updates on qualifying games and announcements of winners, in addition to feeding social media feeds on Twitter, Facebook and Instagram. The site also hosted Drive the Lane, an interactive game where the audience was given the opportunity to choose a basketball play and watch it develop on screen.
The brand reported a significant spike in traffic to redbull.com and related digital platforms in association with the event, and the program touched a wide network of basketball players, enthusiasts, spectators and media across the country.