Red Bull Continues to Give Fans a Whole New Perspective of Sports

Over the past few years, Red Bull has done an absolutely remarkable job revolutionizing the sports space that we live and work in. All across the globe, Red Bull mesmerizes consumers with unconventional sports events and marketing practices that generate consumer interest in non-traditional and emerging sports.

In the past week alone, Red Bull released four (4) extremely interesting videos showcasing how the brand continues to bring sports to life in new ways and create new fan perspectives. Check out the four (4) videos below, especially the floating BMX park in Florida, which is downright unbelievable.

Red Bull Bargespin Floating BMX Park - Florida Intercoastal Waterways

Red Bull created a five-day event on the waterways of Florida that featured the world's best BMX riders performing tricks and skills on a floating BMX park.

Red Bull - A Day with Reggie Bush at Super Bowl XLV

Red Bull leveraged its partnership with Reggie Bush by profiling his time and activities at Super Bowl XLV weekend in Dallas. Red Bull provided fans with a behind-the-scenes look at how NFL players spend their time while in town for The Big Game. The viral served as a great way to support Red Bull's endorsement and drive some value during the off-season.

Red Bull-Travis Pastrana NASCAR PR Launch Event - Staples Center

Red Bull celebrated its partnership with Travis Pastrana, the newest driver in the NASCAR Nationwide Series, by featuring a special NASCAR PR Launch event outside Staples Center in Los Angeles. Red Bull then gave fans a behind-the-scenes peak at Pastrana Waltrip Racing... expect much more to come from this relationship in the NASCAR Space

Red Bull Crashed Ice - Valkenburg, Netherlands

The Valkenburg Red Bull Crashed Ice consisted of speed skaters racing down a 385-meter long ice track in front of 25,000 spectators.

Red Bull's Project X = Sports Marketing Idea of the Year

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Are you looking for new ways to leverage winter sports athlete endorsers? Are you looking to create an unconventional viral campaign?

Over the past year, there was a buzz in the action sports space that Red Bull built a secret half pipe hidden in the mountains of Colorado for Olympian Gold Medalist Shaun White. With no pictures, stories, or first-person accounts, all of the buzz was just speculation... until now.

Red Bull recently unveiled the details behind the project - Project X - through an exclusive site (www.redbullprojectx.com) that provides an insightful look into Shaun White's secret winter experience in the world of Red Bull. The site includes a collection of images, videos, and special tricks that White learned while toying with his own half-pipe in Silverton, Colorado. Not only did Red Bull venture out to build the world's first on-mountain snowboarding foam pit, they captured it all on film for consumers to enjoy. The site features a collection of videos detailing the project, etc. and will continue to drive buzz and interest by releasing Shaun White tricks videos throughout the year (beginning November 3rd).

Red Bull's Project X further demonstrates how the company is "changing the game" when it comes to investing its marketing dollars. While some brands are investing millions of dollars in signage and presenting sponsorships, Red Bull is radically changing, owning, and creating sports properties and unique concepts of its own.

Through the Project X campaign, Red Bull takes athlete partnerships/endorsements to an incredible next level. Both brands (Red Bull, Shaun White) will clearly benefit from the level of intrigue and the "coolness factor" of Project X - something that will help Red Bull score significant exposure leading into the 2010 Winter Olympics in Vancouver.

Red Bull surely invested a large sum of dollars to create Project X, but how much so in comparison to the perceived brand value/buzz they will generate leading into the Olympic Games? For those interested, here are a few details behind what it took to build the secret snowboard getaway:

• 300 man hours were required to build the foam pit
• 250,000 cubic yards of snow were moved to build the secret half-pipe
• 7200 foam blocks were needed to fill the foam pit

Check out the tremendous video Red Bull created for Project X: