Red Bull

LEADING INTERNATIONAL ENERGY DRINK

Driving in-store redemptions for seasonal beverage launch

40.7%

Conversion Rate

14%

Redemption Rate

Campaign Details

Red Bull releases seasonal and promotional cans and flavors throughout the year. While these efforts are more tactical and typically not heavily promoted, Red Bull turned to Octopus to effectively reach the on-the-go consumer that aligned well with their target audience. Driving overall awareness of the release was the primary goal while providing a valuable offer of a free Red Bull coupon to activate in-store redemptions was also a focus area. The campaign ran in three Northeast markets coinciding with the limited launch of the new can. https://youtu.be/droc03YSLqs

Solution

Octopus created a custom Call to Action button and interactive reveal to accompany Red Bull’s 15s video advertisement. By including these interactive components, Red Bull was able to effectively track engagement from the mid-funnel all the way through to purchase. Passengers were presented with an exclusive offer to claim a free Winter Edition Red Bull at any 7-Eleven store. By entering their phone number, they received a scannable coupon code via SMS text directly to their phone. Passengers were also prompted with reminder texts if they had not redeemed the coupon before the promotion expired.

Outcomes

Red Bull ‘s campaign achieved a 40.7% conversion rate of engaged passengers to opt-in leads. The campaign saw over 3,000 passengers opt in by entering their phone number to claim the coupon. Red Bull and its retail partner saw an in-store redemption rate of nearly 14%, which was higher than other active promotions running at the time.

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