Red Bull Art of Flight

Red Bull asked Archrival to create a site that’s as epic and adventurous as their latest venture into film, The Art of FLIGHT. In the movie, snow demon Travis Rice and friends take on the world’s biggest, baddest mountains as they make the world their playground in this FWA Site of the Day winner.

Our approach was to develop strategy around a specific quote from the film: “It’s not the destination but the adventure along the way.” This strategy lead to the production of a site that takes users on an epic adventure while navigating content. Users get to see the beautiful spectacles of the snowboarding locations while experiencing the true art of flight in an HTML5 environment.

To promote the release of The Art of FLIGHT, Archrival teamed with Red Bull to strategize, design and develop a digital campaign promoting the latest trailer. Archrival developed site takeovers, pre-roll and ads for Vevo, MTV, YouTube, and Facebook. In conjunction with this campaign, Archrival also developed iAds for iPhone users.

During the campaign, AOF web traffic increased by 442% and Facebook by 800%, while the iAds helped to propel The Art of Flight to #1 on iTunes. Additionally, the trailer on YouTube became the 14th most shared commercial video ad in 2011 beating out McDonald’s, Pepsi and Samsung.

After the release of the movie, Archrival worked with Red Bull on ideas for a flanker campaign. We developed strategy and then designed, animated and produced the Art of FLIGHT Epic Videos Facebook tab. This tab included 10 locked videos of exclusive content and a goal progress bar for each. Videos were released to artofflightmovie.com at a certain date but if enough ‘Likes’ reach the goal before the date, the video unlocked early.

On the backend, an email was sent to key Red Bull players alerting them when a goal was close to being reached and finally when it was reached. This allowed time for Red Bull to post the video to YouTube and be prepared to push the video live.