Red Bull has me really hooked at the moment with their Crashed Ice Promotion coming up in Quebec City. I’ve looked at the promotional materials and a few clips of this event and it looks like complete insanity. Upon looking at it further I’ve noticed that this is a very different sports sponsorship than what many other larger companies have been doing ( such as sponsorship of an established event or buying naming rights to the venue) .
Rather than take something proven and established , Red Bull has partnered with a host city ( locations included Helsinki, Stockholm, Moscow and Quebec City since 2006) combined popular aspects of hockey and luge and created an event that they take they can take full credit for. Risky business, but obviously for Red Bull this works as this event has been going world wide since 2000.
This isn’t the first event Red Bull has hosted and created as they’ve been involved as well with the creation of FlugTag USA ( home made gliders going over a cliff competing for the farthest distance, amazing!) . Overall I’m really excited for Crashed Ice to come around and thought this was a great case of a brand promoting itself. You can check out the Crashed Ice Website here or check out the the Youtube clip I’ve included . Crashed Ice is going to be occuring on Jan. 24th on TSN for those of you who want to watch it for yourself….. my goal is to go and see it live in 2010!
Questions/Comments?: contact me at kevin.richard@ryerson.ca or send me a twitter message.
Tags: 2009, Advertising, Crashed Ice, Event Promotions, Flugtag, Marketing, Promotions, Quebec City, Red Bull, TSN, Youtube