Red Bull Frozen Rush

2015 Edition

Role: Consumer Marketing Team Lead

the story.

Red Bull Frozen Rush - the brain child of motorsports legend, Ricky Johnson - was a concept to bring a select number of the world’s best Pro4 Truck racing drivers a completely new terrain, and pit them against each other in a head-to-head style format.

Using custom, handmade tires from BFGoodrich which included over 700 specially designed spikes, these drivers maneuvered their 900-horsepower trucks over 100mph on ice, snow, off jumps, around gates, and at times, under other trucks flying through the air.

This Red Bull branded event, shown exclusively on NBC as part of the Red Bull Signature Series, provided an opportunity to bring the World of Red Bull to life in Newry, Maine at Sunday River Ski Resort for racing fans from all over, in an environment that was less than forgiving.

summary.

Working as the Consumer Marketing Team Lead, I was tasked with ensuring first-class brand experience for all event attendees as well as those who interacted with the brand in any way during the week leading up to the event.

My role specifically directly managed a team of 20 Wings Team members, 3 Student Brand Managers, 2 Field Marketing Specialists as well as multiple contractors throughout the week of the event and on event day.

Budgeting, logistics, scheduling, training and execution all fell under my realm of responsibility.

With over 8,000 day-of events attendees and thousands of other vacationers leading up to the event, our team successfully sampled over 14,000 cans of Red Bull (+12.5% above goal). This product sampling led directly to ‘more cans in hands,’ leading to increased product trial and belief of product benefits, positively impacting on- & off-premise sales in the immediate area surrounding the event.