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