Leveraging Influencer Marketing for Maximum Reach
Mcfly et Carlito, the legendary French YouTuber duo with 7 million subscribers, needed support for their craziest challenge yet: crossing the Mediterranean Sea by rowing.
As Head of Content, Communications & Digital Marketing at Red Bull, I orchestrated a 360° amplification ecosystem.
This included documenting the talents' training, overseeing the boat's design, creating an interactive online platform, producing the video live stream, and organizing the launch and finishing line event.
The activation generated over 20M video views, 2M engagements on McFly et Carlito and Red Bull social channels, and garnered coverage from major nationwide media outlets.
Live Stream with 7 Million Views
Live stream of the first three hours of the journey.
Interactive online platform.
Once in open waters without phone reception, the challenge was to keep the fans engaged.
We created an interactive online platform to let fans discover the duo's preparation and track their journey. Users could watch live videos and send supportive messages along the way. They could also follow the journey on a real-time traveling map.
We developed a 3D model of their small ship so the audience could better understand and immerse themselves in the crossing conditions.
Brand and product visibility.
800K likes publication on Carlito’s Instagram.
400K views on Red Bull’s TikTok.
Documentary.
The story behind the performance.
9.8M video views.