Red Bull Transforms Office Space into a Skate Park - Event Marketer

Red Bull Transforms Office Space into a Skate Park

DB_Silver_Red Bull_2014 Ex
Brand: RED BULL
Agency: REVOLUTION
Awards: EX AWARDS — BEST BUZZ MARKETING/INFLUENCER PROGRAM
Year: 2014

To pull a kick-flip on the standard nine to five corporate gig, Red Bull decided to transform an unexpected office space into a high-concept 10,000 square-foot skate park for the world’s top skateboarders on the 23rd floor of one of Chicago’s most historic high-rise skyscrapers. Dubbed Red Bull’s Daily Grind, this was a fully featured (and fully-skate-able) office space—right down to the photocopiers.

Once built, Red Bull’s global skate team was invited in to let loose on their new office space, creating and destroying along the way. Each work day, the pros would show up and skate, while filming content to be pushed to consumers from Red Bull’s social channels, YouTube account, skateboarding blogs and traditional media. The skaters were encouraged to tease the experience to their own followers, and anyone lucky enough to be visiting the space was free to post compelling content with the hashtag #RBDailyGrind. By the second week, so many kids were showing up in hopes of dropping in with the likes of Ryan Sheckler that the brand had to ask the skaters to remove location data from their Twitter and Instagram accounts.

After the Red Bull team had skated, Red Bull’s Daily Grind became a hospitality and outreach program. The brand curated an exclusive list of invitees consisting of X Games and Dew Tour champions, storeowners and emerging talent from across the country.  National media picked up the story as well as more “core” skateboarding outlets such as HYPEBEAST, TransWorld SKATEboarding and GrindTV. To date, the most shared content on TransWorld’s Facebook page is the Daily Grind story.

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