Red Bull BC One National Final
The nations largest and most prestigious breaking (“breakdancing”) contest came to Orlando Florida in August 2015. As one of the highest funded Red Bull events in the country, the pressure was on to deliver results.
My role
- Drive Attendance: I managed a team of 15 field marketers responsible for driving attendance to the event. We hosted the event at Central Florida’s largest and most acclaimed venue: The Doctor Phillip’s Center for Performing Arts. Assuring that we reached our target consumer, with thorough and accurate information required long term planning, extensive communication, and detailed project management.
- Product Marketing: While promoting the event my team was also creating positive experiences with the Red Bull Brand and Product through credible, and authentic interactions. Prior to the event, my team and I interacted with over 10,000 consumers about Red Bull products, their benefit, and all things Red Bull BC One.
- Support Sales: Breaking, more commonly known as breakdancing, is energetic, entertaining, and can be done in a relatively small space. We brought some of the local breaking community into the public eye in moments that helped us build relationships in our accounts. For example, we brought 4 talented b-boys to the 7-Eleven regional owners meeting to do a demo that promoted BC-One, gave exposure to breaking, and helped us leverage our brand to negotiate partnerships and uplevel our presence in-store.
- Media & Communications: To amplify our messaging we partnered with a wide variety of local and national media sources. I helped ensure that our media partnerships were executed in a mutually beneficial manner. Victor Montalvo, an Orlando hometown hero, won this event, and went on to win the Red Bull BC One Global Final. Needless to say, it was a great story worth following.
Results
- Attendance: 3200
- 1.5 million media impressions
- 15,000 Consumers Reached with Red Bull product experience
- 35 sales accounts supported