ABOUT
Creating relevance within a city-stopping moment (and a state-wide movement) proved to be the biggest challenge when Formula 1 announced its return to the US.  While maintaining dominance on the track, the key was for Red Bull to determine its place within the United States Grand Prix story off the track. We developed a plan for the brand to truly be the one who introduced the US to modern F1 racing. 

The omni-channel strategy included all sales and marketing verticals, with the retail campaign taking place Texas-wide.  This featured state-wide POS and non-traditional displays.  The strength on the sales channels carried into the On Premise, where the brand truly owned the nights leading into, during, and closing out the USGP with strong product activation and consumption-based programming.  The Red Bull after-parties became the can’t miss moment to end each year’s race.

The marketing pillars were equally as strong as the first storytelling project launched (Bull on the Run) introduced F1 fans to Circuit of the Americas prior to the completion of the track.  Other projects (ex. The Ranch Hand) gave a fun and quirky peek into the personality of one of the drivers.  The collegiate consumers were able to engage deeply with the team on an engineering level through Formula SAE workshops while die hard race fans were able to connect to the Red Bull brand through unique consumer experiences every year, whether inside the FanFest or in stand-alone venues.  The most important guests were able to experience the race through unique hospitality experiences which also came with concierge services and private transportation.

Our strategy ensured that Red Bull Racing was the primary brand who re-introduced Formula 1 to the United States.