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Idea for Red Bull · Awareness

City vs City Session Board

Let each suburb's own skating, running and riding light up the city, and reward the winner with a street party.

A hypothetical idea, not a real campaign. Red Bull isn't involved. It shows how a mechanic from this week's reporting could work for a well-known brand.

Inspired by: Hoka's Strava-to-DOOH marathon build-up (Digiday)

01The idea

Instead of a big ad about energy, Red Bull makes the city's own effort the campaign. For a month, people log sessions in an app or a tracking service, and their kilometres and sessions count towards their suburb. Live digital billboards show the leaderboard in each area, so neighbours can see whether they're winning. The suburb with the most activity hosts a free street event at the end, with athletes and music.

02How it works

  1. 1Choose one city and a set of suburbs, and agree how activity is counted fairly (per head, not just total distance).
  2. 2Set up the tracking: a simple app sign-up or a connection to a tracking service people already use.
  3. 3Book digital billboards in each suburb that update the leaderboard daily, with local in-jokes in the copy.
  4. 4Recruit local crews and creators in each suburb to rally people and film their sessions.
  5. 5Run the finale event in the winning suburb, then publish a recap film celebrating the people who took part.

Channels: Digital out-of-home, App, Instagram, TikTok, Creators, Live event

Audience: Active 16 to 30 year olds in skate, run and cycling scenes, plus the local crews they belong to

Targets are set from the brand's own baseline data, so there are no made-up numbers here. Treat it as a starting point for your own plan.

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