Red Bull Showrun
Red Bull North America (Red Bull), a champion of the renowned energy and lifestyle brand widely recognized for energy drinks and F1 division motorsports, was slated to host its inaugural Showrun on Lower Broadway in October 2023. Red Bull and their Nashville-based Delta Region team enlisted the help of REED to secure media attention for the eye-catching event and position the brand as a valuable community partner.
INSIGHT
Everyone can appreciate a breathtakingly fast car… including the media.
STRATEGY
Capture public attention by taking the news to social feeds and city streets.
ACTIVATION
Utilizing a network of strong local relationships, the REED team was able to share assets with local sites and social media pages for promotion, organically invite and host key individuals and influencers and secure exclusive interviews with Daniel Ricciardo and the event team.
Prior to the event, the REED team focused on coordinating media and influencer communications, securing coverage across several channels and staffing all activations, including the car build at Third Man Records and Danny Ric’s Honky Tonky, an exclusive media and VIP event at Dierk Bentley’s Whiskey Row. While at the Showrun, the REED team supported the event by hosting media personnel, staffing interviews and assisting the Red Bull team with last-minute needs.
RESULTS
125 pieces of coverage, which amassed a reach of 109.8 million, were secured by the REED team over the duration of the partnership. These spanned many key outlets and influencer pages such as the Nashville Business Journal, Nylon, NashToday and NashvilleTN. One stand-out piece of coverage was a feature in Nylon that highlighted the fashion of F1 driver Daniel Ricciardo in conjunction with the country spirit of Nashville and the Red Bull Showrun.
A testament to the impressive coverage surrounding the event, the Showrun saw over 35,000 attendees.