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.
The challenge was to create a campaign to enable brand managers to engage and leverage students on local campuses in an authentic and entertaining way.
Red Bull 'Night Master' was a competition for students to win £30,000 to host the party of their dreams, seeded and promoted organically via the student brand managers at their local universities across the UK.
Ten finalists were asked to submit a short film that encapsulated their idea and promote it to their peers on campus. The winning idea of an Alpine-themed party resulted in transporting 20 tonnes of snow and building a 20m x 4m snow ramp outside Surrey students' union.
At event we ran a UK wide skiing and snowboarding competition on the ramp with Team GB academy athletes, even recruiting Tim and Gendle, two of the BBC’s Winter Olympics commentary team, to build excitement at the party.
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 hash tag #RBNIGHTMASTER.