Red Bull
STRATEGIC INSIGHT
The tech community in Silicon Valley runs on energy and speaks in code. Literally. So instead of interrupting their world with conventional advertising, we entered it on their terms. 52 65 64 42 75 6C 6C — hexadecimal for Red Bull Gives You Wings. OOH that rewarded the people who noticed.
A sweepstakes written entirely in code, where the 20 fastest correct responses won a 24-pack for their team. Not a campaign about tech culture.
A campaign that was tech culture.
THE RESULT
A sweepstakes that spread organically through a community that doesn't share advertising — because it wasn't advertising. It was a puzzle worth solving.
THE HUMAN TRUTH
The best way to reach a community is to speak their language so fluently they forget you're a brand.
