BeCore, Red Bull’s event marketing partner, wanted to create an authentic surf experience during traditional retail trade shows that all attendees would be comfortable participating and sharing with friends.
With a deep understanding of the surf culture and community, we wanted to deliver the most authentic experience Red Bull consumers could engage with in a meaningful and accessible way. Our activation at NACS allowed participants to “surf a wave” by standing on a mounted surfboard placed in front of a dimensional wave backdrop that consumers loved sharing.
The setup attracted waves of traffic to the Red Bull NACS booth and increased engagement with #RedBullSurf. The surf experience received such a positive reception at NACS that the concept was taken to a number of subsequent trade shows. By delivering an authentic experience for consumers, Red Bull was able to strengthen their brand alignment with the action sports industry and drive sustained press features in surf publications long after the event concluded.
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