Bridging Digital and Physical: Innovative Hybrid Gaming Event
Red Bull Immersion
Gaming was a key audience to address to unlock Red Bull's French Gen Z market.
As Head of Content, Communications & Digital Marketing, I orchestrated the ideation, content production, and amplification of Red Bull Immersion. This was done in collaboration with Sport, Brand, and Field departments, as well as the CD Projekt team.
The concept: Step into the world of Cyberpunk 2077 for an evening. Experience the award-winning game "in real life" through next-level scenography, top cosplayers, and a thrilling digital onsite quest.
The experience began before the invite-only event. To win a ticket, fans had to prove their game knowledge and hacking skills by cracking Red Bull France's website on a dedicated platform.
The whole activation was a success with over 50,000 unique users on the platform, and the party ran at full club capacity – gathering 1,000 winners, influencers, journalists, and cosplayers.
Pre-event community activation.
We leveraged a credible Twitch streamer for pre-event activation, using the theme "Help EMB to crack the website and get your ticket”.
To win tickets, fans showcased their gaming expertise by cracking challenges on a bespoke digital platform.
The party.
Partygoers engaged in an immersive digital quest via a custom-built web app.
Word of mouth.
Guests, cosplayers, journalists and gaming influencers spread the word on social media.
Coverage on CyberPunk’s Reddit: 1.8M members and jeuxvideo.com, French leading gaming media.