College students from around the world test their mind and body on the journey of a lifetime.

In our third global adventure, Red Bull Can You Make It? sent 600 college students from 60 countries to five starting points in Europe with the challenge to make it to Amsterdam in just seven days.

The catch? We take their cash, credit cards and personal phones and devices from them. No safety nets. No tour guides. Just their wits, their charm and 24 cans of Red Bull to use as their only currency! In which they need to exchange for transportation, food, water, shelter and the adventure of a lifetime.

Can you make it?

Archrival works alongside Red Bull every step of the way to bring this incredible annual project to life from beginning to end, making it go down as one of the most successful collegiate activations in Red Bull history. 

Participants begin at five different starting points around Europe, all equally distant from our destination city (Berlin, Paris, or most recently, Amsterdam). For many, this is the first time they have ever been truly lost or without digital access. With just seven days to make it, the challenge becomes an epic adventure. It’s in these moments that the best stories are made.

I've never felt so challenged nor so rewarded in my entire life.
Jennie, Participant

You'll need more than a case of Red Bull to make it. Three-person teams are asked to complete various challenges along the way (like finding your doppleganger, talking your way onto an airplane, or convincing a large group to chant your team name) to earn varying points based on difficulty of the challenge. The more points, the more Red Bull earned in the game, so teams are incentivized to have the most fun and adventure possible. 

The stories from the week are certainly memorable. An Austrian team traded Red Bull cans for tickets to the Champions League quarterfinal in Munich and captured a goal on camera. A team from Spain traded cans of Red Bull for tattoos in Venice. A team from the Philippines had never seen snow before, and traded cans for a ride up to the Swiss Alps. A team from Norway even traded a case of Red Bull for a ride in a private jet.

Content is featured in real time on a website where fans follow along and support their favorite teams. The site is translated into more than 30 languages. A team of Archrival-ers are on-site in Europe to help run “Central Command,” where we curate the event with daily recap videos.

The teams traded over 20,000 cans of Red Bull, uploaded 15,000 photos and videos, and collectively traveled over 459,000 kilometers—enough to travel the earth 10 times over! The whole world was watching. During the week, the website generated over 1.5M visits, the daily videos gained over 9M views and other content grabbed nearly 2.5M likes, shares and retweets. 

As teams find their way to the finish line in Berlin (2014), Paris (2016) and Amsterdam (2018), it becomes an emotional celebration. While they should show up tired and worn-out, the competitors burst to life on the scene! They endured. They survived. They made it!

The video below is a collection of clips from the teams that gives some idea about what the experience was like.

In the end, it was never really about the competition. Rather, it was about every step of the journey and the unforgettable stories made along the way. For Archrival, it has become one of our preeminent examples of an Archrival approach to earning the attention of young adults. 

Bonus: Red Bull TV produces daily episodes of the journey which stream on RedBull.TV from Central Command. We provide the TV crew access to a behind-the-scenes look through a super intuitive and robust content management system. Watch the highlights here!