Nightmaster

Amplify + Red Bull bring Alpine slopes to UK university...

Challenge

Students are a key audience for Red Bull, and Amplify were challenged to create a campaign to inspire students of local campuses to engage with the brand in a genuine way.

Insight

Red Bull has led the way with a long-standing student brand manager programme scheme across 50 universities – a key audience for both influence and purchase.

Strategy

A campaign that would inspire students to create, connect and have a great time on their campuses and beyond.

Solution 

#RBNIGHTMASTER

Red Bull 'Night Master', a competition for students to win £30,000 to host the party of their dreams, promoted organically by Red Bull’s student brand ambassadors at their universities.

The winning idea of an Alpine-themed party resulted in Amplify transporting 20 tonnes of snow and building a 20m x 4m snow ramp outside Surrey students' union. Here a UK wide skiing and snowboarding competition took place, with Team GB academy athletes and BBC commentators for the Winter Olympic’s Tim and Gendle building excitement.

A semi-permanent Red Bull bar provided an extra area for students to hang out and drink, including DJs, fire breathers and a crêperie to add to the Alpine feel. Bespoke graffiti and projections contained the Red Bull Night Master logo and hashtag #RBNIGHTMASTER.

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