SMS & Response Codes
FLUTAG CHALLENGE
Every year RedBull hosts one of the most unique, buzz creating, and downright strange events in the country. The Flutag, a competition where contestants are encouraged to create their own wacky homemade flying machine and race it off a giant platform in the hosting cities harbor. The goal is to create either the most ridiculous flying machine or the most effective as the winner is the one that flys off the platform the furthest. This year Redbull has gone mobile with the event's promotion using a mix of QR coding, Sms, and Gaming applications.
Available in drug, convienience, and grocery stores, Redbull 4 packs will be packaged with special Flutag designs. Each Pack will feature a QR code and an SMS number with a call to action to download and play the Flutag challenge game.
The game itself allows users to customize and build their own unique aircraft. Players can then take their new flying machine off the platform and fly through obstacles and in attempt to get as far as possible. After a period of time, the winner with the longest flight and the craziest flying machine, will be flown to the Flutag event to get to watch their aircraft compete.
The event utilizes mobile marketing strategies to entice customers to buy their product with the game included.
Red Bulletin
Another way that Redbull uses QR codes in their mobile strategy is in coordination with The Red Bulletin, a monthly magazine that highlights action, sports, travel, arts, and music. Embedded within the magazine are QR codes and SMS messages with deals for the redbull, special media, and links to their web pages. Along with that, cans of RedBull also occasionally feature QR codes that direct the scanner to The Red Bulletin's web version of the publication.
