Increase awareness of the Red Bull Music Academy itself and support Red Bull’s credible involvement in Music whilst retaining the Red Bull values and character
Engage a broader audience for the Red Bull brand around the Academy in London
Insight
Working with the Red Bull Music Academy team in Munich and London, we delivered a new interactive event guide to Red Bull for the London 2010 Academy.
Seamlessly integrating existing content with the new London 2010 content and replacing the current Red Bull Music Academy site for the duration of the London events, this new platform showcased the diverse event programme, artists and the Academy itself.
Pushing the limits of technology, the site encouraged exploration through rich content and features including an Interactive Events Guide, Events Calendar, a Daily Blog, Galleries and reviews, Radio Shows, Video Content and Artist Profiles.
Work
A whole new online visual look and feel was created for 2010, aligning with the overall campaign and providing a distinct identity, very much aligned to Red Bull itself.
Consulting with Red Bull’s Academy and Marketing Department, we built the site within the clients existing technical framework including a Typo 3 CMS – allowing for flexible event entries and programme updates throughout the duration of the events. Total flexibility.
The interactive home page event panel, built using Java script, enabled the administrator to select and highlight particular events via the CMS and gave the user a quick view of the week’s highlights.
The primary focus of the site is the events calendar and this area was designed to function in two modes:
1. Pre-event mode – Event promotion featuring event summary, buy ticket links, venue details, artist profile, user comments etc.
2. Post event mode – Reviews, photo gallery, recorded event audio/video, user comments.
Once an event has happened the event page would automatically switch into post event mode to encourage user reviews and social interaction on these pages around the event.
The site also has an integrated Twitter feed to notify users of special promotions and up to the minute notifications on events. RSS enables subscription of an events feed and/or the blog. Tight Facebook Connect integration also allows users to easily post and share comments via their Facebook accounts, ensuring maximum participation and ease of use.
Result
Traffic to the Red Bull Music Academy London site more than doubled during the campaign period. More importantly, following the events, this traffic was sustained for the 3 months of activity. Dwell time and site interaction increased significantly.
One of the site’s goals was to increase traffic to the Red Bull Music Academy Radio site. The site ALSO doubled the referred traffic to the Red Bull Music Academy Radio site during the campaign period and, has since increased returning visitors and membership sign-up significantly – post campaign leaving a legacy far and beyond the duration of the event.