The goal

Create a “money-can't-buy” engagement and experience for true Red Bull Racing fans.

The Big Idea

Create a uniquely immersive drive experience that enables the audience to participate in a way that they would never forget, and have the ultimate of bragging rights. The drive would lead up to the Grand Prix, with a series of unique stops and experiences along the Gran Tour rally.

The Results

Participant tickets were sold out, feedback included guests saying it was the greatest thing they have ever experienced. Red Bull Racing’s brand integrity and genuine passion for its fans was further enforced and strengthened, and success was sealed.

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