About

Alex Mason - UCF SPirit Splash Demo 

Spirit Splash is the world’s largest student tradition, bringing over 10,000 students to the UCF Reflection Pond to battle over rubber ducks, and celebrate the energetic community that makes UCF unique. To say that Spirit Splash is a big moment for UCF students is a massive understatement.

It’s difficult to cut through the noise of the event to make a true impact as a brand, but I wanted to bring in one of our talented Red Bull athletes to create a spectacle before, during, and after the event.

The pre-event atmosphere was perfect for an athlete demo because the line for a free T-shirt created a slow moving conveyer belt of thousands of typically bored students with no other entertainment. Alex Mason is a world champion slackline athlete, and his tricks did not disappoint (double front flip landing on a 2 inch wide strap!!?). Every maneuver he performed resulted in roaring applause from the crowd. We even had the UCF marching band play some music to the beat of Alex’s demo.

During Spirit Splash we were able to get Alex setup on the closest set of trees to the fountain to do another demo right in the middle of the action.

Following the event we brought Alex to UCF’s top venue and Red Bull account, Knight’s Library, where he added the cherry on top of his demo’s performing outside. We ran a drink special on Red Bull cocktails and boosted sales by 15%.

Overall, we were able to get Alex and Red Bull in front of over 12,000 students in one day, building brand love, and reinforcing the efficacy of Red Bull.

This was also our most successful Snapchat filter to date, with over 157,000 impressions, and 3200 uses.