The Campaign….

Red Bull Stash

We're hiding 4-Packs of Red Bull Energy Drink at college campuses across the country. All you have to do is find 'me! Enter your zip code to get clues and your campus scavenger hunt begins. Where are they hidden? All over. Look near the rec center, in the library, where you park, just about everywhere -- but without the clue you'll never see them. And once you find a stash, be sure to claim it so you get a shot at the awesome final stash!

Why Stash?

The Campaign

• Red Bull Stash began September 9th 2011 and ended September 30th 2011.

• The goal was to reach the collegiate audience and drive sales for 4-packs.

• They combined the different aspects of mass communications with social media/pr being the central focus.

One of the most effective ways to engage consumers is to ask them to share their stories, photos and creative ideas with the world.

Public Relations

Tells a story…

Social Media

Bigger is better.

• Red Bull Stash was a successful campaign in the past, generating even more hype its second time around.

• This Campaign created personal connections with the brand and left consumers with a story to tell.

• "This contest is very fun and I enjoyed not only the tough internet final clue, but also the driving out late at night to find some stashes after work. Its been a wonderful experience and I can say that I have been given wings.”- Stash winner

Pros and Cons

• Pro- Red Bull drove traffic to their Facebook page (which was linked to Stash website) to get people talking about the campaign.

• Con- They did not make specific social media accounts for this campaign alone, which may have confused people trying to find out about it.

Evaluation...

Red Bull Stash at USF

Let’s play a game…

"Print your homework in this lab. Before you leave, there’s Wiiings to snag!"

"The squirrels are crazy and the preacher-men are too! Take a look around, there’s a stash just for you."

"Bagels and shmear in the student center. Add some wiiings, they go great together!"