Event: “The Red Bull Secret Party”

In order to strengthen Red Bull’s association with the fun, happening and risk-taking crowd, the campaign will culminate with a party event: “The Red Bull Secret Party”. As shown in the survey in Assignment 2, consumers of Red Bull associate Red Bull strongly with the usage occasions of sports and clubbing. Since the purpose of this campaign is to up play the associations to the user imageries of the extreme crowd, a sporting event would not be relevant because it would only emphasize the sporty and energetic associations that the current consumers already have. Instead, since people who frequent clubs tend to be fun-loving and adventurous, a party event is organized to leverage on current consumers’ perception of clubbing as a usage occasion for Red Bull to drive the message that Red Bull is a drink for such a crowd.

The party event will be accompanied with the tagline: “Worked Hard? Now Play Hard!” This tagline aims to convey the message to party-goers that after a tough day at school or work, it is time for fun! Such a message is consistent with the campaign objectives since it not only reinforces Red Bull’s usage situations for study and work promoted through the various tools but also showcase it as a brand for the extreme crowd.

The location of the party event will only be revealed to guests two days before the event. The party will be held at a luxurious club to enhance the exclusivity of the event. Only people who have received invitations (given out during the campaign) to the event will be allowed into the party subjected to the capacity. Famous artists and bands such as Black Eyed Peas and Katy Perry will be invited to perform at this party to increase the hype of the event. To further enhance Red Bull’s brand image as a drink for the extreme crowd, Red Bull products will be distributed to guests and served as a mixer for alcoholic drinks.