Red Bull Soapbox

Staging the world?s wackiest road race

Overview

Red Bull hired Taylor Herring to promote the UK return of the world’s wackiest road race

The brief included handling pre-event publicity to drive awareness and ticket sales, as well as managing media attendance and content at the race itself to deliver high profile news coverage.

Pre event

We began the campaign by announcing the return of the race to London after a nine year hiatus.  This resulted in coverage across key London media including Time Out and Sport magazine.  We followed this up with a full listings campaign to drive ticket sales and attendance at the event.

In order to encourage further pre-event publicity, Taylor Herring worked with Red Bull to identify the most newsworthy entrants.

We created a campaign around the soapboxes that included;

Taking a Starship Enterprise soapbox to the premiere of Star Trek Into Darkness. This involved seeking permission from the movie studio for red carpet access.

 Photographing London-themed soapboxes around the capital (a black cab, police car and Beatles-inspired Yellow Submarine)

  • Organising media calls and photography of ten regional entrants with their local press

 

We also brokered experiential partnerships with target media outlets Fast Car, ITV, Top Gear, Fast Furious and Furze and The Sun that resulted in both pre and post event coverage.

The Event

The event was a sell-out success with over 20,000 people attending and high profile media outlets from around the globe.

Post Event

We wrote and distributed a press release, photography and short film from the event resulting in next day coverage across national press, online and broadcast

 Results 

  • National press coverage post event included Metro, The Guardian, The Sun, The Times, First News and Sunday Times

 

  • TV/Broadcast coverage included ITV London, ITV Yorkshire and ITV Tyne Tees,  BBC Newcastle, BBC Radio Newcastle, BBC Radio Hereford and Worcester, Sky Sports F1 Show
  • Pre-event listings appeared in TimeOut, Sport Magazine, The Sun on Sunday, TNT magazine, Metro, Fast Car, Scottish Sun, The Scotsman, Daily Record and The Times
  • 100+ pieces of major online coverage both pre and post event including fully branded pieces across BBC online, Sun online, Metro online, Guardian online, Fast Car, Top Gear, MSN cars, View London, Visit London, Now Hear This, Huffington Post, Yahoo, Talk Talk, Buzzfeed, Daily Mail online, Express online and Handbag.com
  • Regional print coverage – 50+ news pieces including Belfast Telegraph, Leicester Mercury, Western Daily Press, The Argus,  Newcastle Journal, Yorkshire Evening Post and Sheffield Star