Title | BRAIN CONTROLLED RACING |
Brand | RED BULL/PUMA |
Product / Service | RED BULL/PUMA |
Category | A02. Best Use of Merchandising/In-store Marketing |
Entrant | MILL STIRLING Singapore, SINGAPORE |
Entrant Company: | MILL STIRLING Singapore, SINGAPORE |
Sales Promotion/Advertising Agency: | MILL STIRLING Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Ray Chan | Mill Stirling | Creative Director |
Daniel Wee | Mill Stirling | Account Director |
Pearly Teo | Mill Stirling | Designer |
Dr. David Jiang | Republic Polytechnic | Technology Specialist |
Draw more people into the PUMA store event and drink RED BULL. Help strengthen the association between RED BULL and Formula One racing.
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.
The store was filled beyond capacity in a record 2 hours.
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.