The Brief

Draw more people into the PUMA store event and drink RED BULL. Help strengthen the association between RED BULL and Formula One racing.

Describe how the promotion developed from concept to implementation

We worked closely with Republic Polytechnic in using their patented brainwave-measuring technology to build a toy car racing game that responds to how much you concentrate.

Describe the success of the promotion with both client and consumer including some quantifiable results

The store was filled beyond capacity in a record 2 hours.

Explain why the method of promotion was most relevant to the product or service

You can concentrate better after drinking RED BULL. Drink RED BULL, go faster. The game also encouraged players to drink cans of RED BULL freely available at the event. The event in the store featured a short VIP appearance from F1 champ, Sebastian Vettel. Players of Brain Controlled Racing with the fastest times got to meet the man himself.