FORMULA 1 MEETS FOOTBALL Fandom
The Task: Go Big or Go Home
With F1 weekend bringing a flood of energy to Austin, the goal was to make sure Red Bull was front and center. That meant hitting consumers from all angles—point-of-sale marketing, field activations, sampling, and brand experiences—to maximize presence and keep Red Bull top of mind.
The Challenge: A Sports Fan’s Dilemma
Austin wasn’t just hosting F1; it was also the biggest college football weekend of the year. The UT vs. Georgia game was the event for a huge chunk of our audience, making it tough to grab attention. Plus, some key stakeholders were hesitant about going all-in on activations, questioning if we’d get the return on effort.
The Solution: Own the Weekend
Instead of fighting for attention, we leaned into the chaos and made Red Bull a major player across both F1 and football.
Proving the Value – Built a strong case for why this weekend was the moment to double down, showing how a 360° approach would amplify brand impact.
Playing Both Fields – Wove Red Bull Racing into the college football scene, supporting 48 UT tailgates and hosting activations that seamlessly connected both sports audiences.
Executing Big & Bold – From go-kart activations to static F1 car displays, watch parties, and high-energy sampling, we made sure Red Bull was everywhere.
By meeting consumers where they were—whether at the track or a tailgate—we turned a potential challenge into one of our biggest wins of the season.