Red Bull has today announced a new campaign to encourage consumers to explore their local bars, pubs and clubs, supported by a limited-edition can.
Named “Keys to your City”, it will run for four months from July, championing on-trade outlets through a dedicated section at RedBull.com, the Red Bulletin Magazine and Red Bull’s social media platforms.
The limited-edition can will feature engaging illustrations that highlight the importance of the on-premise, declaring “Adventure awaits”. It is intended to drive footfall to venues, helped them to reach a wider target demographic in their area.
Through a case wrap, the trade will be urged to get involved by posting a picture of the can in their outlet on Instagram with the hashtag, #keystoyourcity. Selected posts will then be featured in the campaign’s media.
To reach consumers, Red Bull will be partnering mobile app Shazam which will provide users with a calendar of events local to them and a “key” to claim a free drink at an outlet in their city.
The campaign will be highly visible across the country, with different weeks focusing on particular cities including Birmingham, Leeds, Manchester, Glasgow and London.
In October, Red Bull will activate the campaign specifically to freshers. New to their cities, 10,000 students will be sampled with “Keys to your City” boxes which include a map to go out and explore their new home.
Sophia Blawat, Red Bull on-premise marketing manager, said: “We’re excited to launch our brand-new limited-edition can, which includes a fun campaign for trade and consumers alike.
“This year we’re celebrating on-premise venues, and through our dedicated ‘Keys to your City’ campaign, we will be encouraging consumers to explore all their city has to offer.
“Aimed to drive footfall back into trade, Red Bull is giving wings to people by equipping them with a dedicated city guide and inspiring them to make the most of their time spent out and about.
“With a 360 degree campaign, bespoke can design and new interactive platform, ‘Keys to your City’ is an initiative like no other.”