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Ad of the Week: Red Bull Strike with Joe Canning

The lowdown:

With Galway taking on Limerick in the final of the All Ireland Hurling Championship in Croke Park this weekend, Red Bull has launched a campaign to promote its sponsorship of Galway hurler Joe Canning, including a limited edition can featuring the hurling ace.

To help promote this limited-edition can and to give fans a fun and engaging way of interacting with Red Bull Hurling, the Dublin-based agency Zoo Digital has worked with Red Bull to create the Red Bull Strike Virtual Hurling Game. The game, which is accessed via mobile, offers fans the chance to go up against Joe and other fans in a display of personal skill and ability.

Players use their mobile phone as a virtual hurl and aim to strike a sliotar as far as they can. It’s that simple. However, the beauty of Red Bull Strike is that simplicity. By pulling things back to a very raw contest of skill and power, fans step on to the field with nothing other than themselves, their courage, and their tenacity. And a hope to add their name to the leaderboard of legends.

The campaign features innovative 360 degree video and a host of social assets to help promote the game and drive overall engagement. The game also benefits from being housed directly on the Red Bull International site, opening the Irish campaign up to an International audience of Hurling fans. Finally, the limited-edition cans and inshore POS all promote the game bringing the entire activity full circle.

Credits:

Client
Brand: Red Bull
Head of Communications: Colm Ó Riagáin

Creative Agency
Creative Agency: ZOO. Digital
Managing Director: Colin Hetherington
Account Director: Christian Hughes
Creative Director: Chris Preston
Art Director: Ciaran Dolan
Senior Creative: Tom Lennon
Development Team: Jan Kowal, Mark O’Brien
Copywriter: Owen Colgan
Videography: Oh WOW
Photography: Drew Dineen
Makeup: EF Creative Studios
Styling: Justine King