Integrated launch campaign for Red Bull’s internet radio station.
This iconic culture marketing brand was poised to take over the digital airwaves with an internet radio station helmed by musicians. Our 360° effort came to life through advertising, personalized digital, pop-up experiences, social and festival partnerships.
We grew their listenership from 6K to over 30K active monthly listeners.
After diving into the radio station’s programming, we realized it’s legit. Underground, indie, cutting edge. So the challenge became communicating underground integrity through a media plan with maximum reach.
The musicians you listen to, listen to Red Bull Radio. This isn’t a brand that does “culture” marketing. It’s a brand that participates. It’s a brand with a perspective and a vision. It’s a brand that gives musicians tools and resources to create. And now, it’s a brand that gives artists a platform.
You need to hear this.
The launch took place city by city during the summer festival season. From CMJ in New York to Movement in Detroit across to Coachella in LA.
During the festivals we broadcasted live with pop-up radio stations.
Where local legends and surprise guests put on special shows.
Bruiser Brigade live on-air inside the Red Bull Radio Pop-Up in Detroit.
DJ Quik performs live for the Red Bull Radio show United States of Bass at the pop up in Los Angeles.
Targeted display ads pulled in real-time data to drive listeners to relevant on-air shows.
Influencers, musicians and regional marketing teams were given templates and tools to promote shows, events and programs.
Everything was announced to the press via a limited-edition magazine with articles on the history and future of music.
And it all tied back to retail with limited-edition speaker packaging.
Creative Direction
Concepting
Copywriting
Brand Development
Brand Voice
Creative Strategy/ Social Strategy
Client Presentations