Red Bull pushes Red Bull X-Fighters on Planet 3
Red Bull promotes Channel 4 showing of the Red Bull X-Fighters Motocross event on 3's mobile portal in first ever mobile promotion of a TV broadcast
Energy drink brand Red Bull is working with mobile media company 3 in a deal to promote its X-Fighters motocross event on the media company's mobile portal.
Under the deal Red Bull is running a series of adverts on 'Today on 3', 3's mobile homepage, with links to a microsite about the Channel 4 broadcast of the Red Bull X-Fighters event. The microsite contains details of the show, as well as a free promotional video. The campaign is the first time that mobile advertising has been used to promote a traditional television broadcast.
The promotion on 3 is the latest in a series of ground-breaking brand advertising campaigns on the 3 portal. Previous campaigns for brands such as 118118, Budweiser, adidas and Apple have generated significant traffic from the 3 portal, consolidating its position as the leading site for mobile advertising in the UK.
Mark Joseph, Director of Music and TV of 3 UK, said: "This is the first time that mobile has been used to drive traffic to a traditional television broadcast but the synergies are obvious - using mobile, Red Bull can not only target its promotion to a specific demographic but they can do so in a rich and engaging way."
"Red Bull is a hugely powerful youth brand and its support for extreme sports of all types has generated huge cut-through across a wide range of media. By bringing mobile into their mix they are not only reaching out in a new and powerful way but they're also underlining their positioning as an exciting and innovative brand."
John Beasley, Head of Brand Communication of Red Bull, said: "3 can offer a powerful channel to deliver exciting rich video content to consumers. Their audience matches our own consumer base very well, and by being able to reach user's mobile phone screens we can give them direct access to our breathtaking events."