Red Bull Air Race
Challenge
Red Bull Air Race is a Globally emerging motorsport featuring some of the most impressive piloting skills in the world in a high octane race through the skies in multiple different locations globally. This deserved a lot more social media noise than it was receiving at the time!
Insight
There are 24 active pilots with strong followings we can use to amplify the core Red Bull Air Race channel and engage new fans.
Idea
Use the Air Race pilots as silos of social by empowering their teams with the skills, strategy and ideas they needed to make make more noise about the incredible world of Air Race, engage new fans and re-inspire existing audiences.
Results
Pilots channels collectively grew by over 200k followers in the first six months of the new strategy for the 2018 season.
The core Red Bull Air Race channels surged in engagement and grew to over 175k (up 25%).
Pilots and their teams are regularly posting more and better quality content which is more fan-inclusive.
Felix was a pleasure to work with. He clearly knows his craft and always brought enthusiasm and creativity to the table!
Bertram Mooney, Senior Programming Manager, Red Bull Media House