Development of a new interactive event tool for the X-Games in Munich. The aim was to integrate thisin the Red Bull hub and create a lasting brand experience.
In a photo studio set up specially for the X-Games, visitors were photographed in front of a green screen. Thanks to a simple, automated process, they then found themselves miraculously transported onto a BMX bike or a skateboard - as part of an action picture. In this manner, visitors were drawn into the action of the X-Games, and were able to take home with them a spectacular freebie picture on a Red Bull lanyard as a memento of an unforgettable day.
Naturally, the photos could also be downloaded via a personal code and posted directly on Facebook - thus serving as disseminators with a high level of cross-medial coverage.
In the end, we had four action-packed days: 890 pictures were taken and handed over as photos. Most of the recipients posted their pictures on Facebook, thus multiplying the impact of the campaign on the Internet.
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