Red Bull’s Culture Marketers are world leaders in innovative consumer experiences. From Sound Select, to Culture Clash, to Red Bull Music Academy and Red Bull BC One, they work in diverse markets to question what’s been done before and to stretch the boundaries of what’s possible.
Red Bull had an immense suite of ideas to draw from, and an existing working knowledge of Design Thinking. Yet, arguably the most difficult aspect innovation is moving ideas to reality. Red Bull wanted to empower their Culture Marketers to get their incredible ideas over the line, and push the boundaries of ground-breaking consumer experiences even further.
Set among the majestic Austrian mountains, we spent time with a core team of senior Culture Marketers to establish their ambitions and understand their challenges, before designing a multi-layered masterclass experience that ran over 5 weeks with 80 participants from over 35 countries. This experience included a virtual insight raid with stories told by delivery pioneers including a high altitude climber and digital health and startups expert.
The experience culminated in a series of immersive, fast-paced and collaborative events across Europe and the USA on the topics of mindfulness, empathy, motivation and decision-making and how these can influence delivering ambitious innovation. We invited along storytellers such as a BAFTA-winning producer and a London 2012 programme owner to give deeper insights.
We also created a bespoke methodology and toolkit for use by the team at Red Bull, flexible enough to have impact across diverse cultures and within local contexts.
We were adamant from the beginning that this learning experience had to be actionable. The toolkit allowed participants to put their learning into practice as soon as they returned to the office. We also put in place peer to peer mentoring across teams, to create accountability and drive delivery.
After the experience, 100% of participants felt clear on what they had to do to put their learning into action, and 100% felt that the skills and knowledge from the experience would help them perform better in their role. Red Bull’s Culture Marketers continue to push the boundaries of what’s possible in consumer experience.
Anonymous post-workshop feedback