Last year, the Red Bull Street Style 2008 SA champ, Chris (Khris) Njokwana, went on to represent South Africa at the Red Bull Street Style World Finals in Sao Paulo in Brazil.
Red Bull Street Style South Africa is a national elimination contest with roadshows and qualifiers taking place countrywide during September and October 2009. Once the national champ has been selected, he or she will advance to the World Finals of the global freestyle soccer contest, taking place in Cape Town in April 2010, just ahead of the World Cup Soccer Tournament.
Since the proposed target market included men and women of all ages and economic backgrounds, Stonewall+ had to consider a campaign that catered to a geographically dispersed and demographically-varied target audience that also had varying levels of interest in freestyle soccer in general, and Red Bull Street Style in particular.
“Red Bull is pioneering a new event series across the country, and is building up a new street sport pretty much from scratch. The biggest challenge is how Stonewall+ communicates this to a diverse audience; it ranges from LSM 7 pay-as-you-go customers for whom spending R1.50 on a premium SMS is something that's not just a snap decision, while, on the other end of the spectrum, we're involving high bandwidth LSM 10 users and building towards establishing South Africa as the 2010 host of the Red Bull Street Style World Finals. Stonewall+ developed a highly flexible, content-centred campaign that used specific mobile channels like USSD, SMS, .mobi sites, WAP and MXit; as well as spreading Red Bull Street Style content across the local and international web using Web2.0 presences like a blog, as well as social networks like Facebook, Twitter, YouTube and Zoopy,” says Evan Milton, Strategy Director for Stonewall+
website provides a link for users to engage with the various tricks performed by current Red Bull Street Style champ ZA, Chris Njokwana. Part of the pre-campaign involved creating a video which highlighted what freestyle soccer is and entering this into the Vodacom Fame “Single Ladies” competition . The video (watch it here: http://bit.ly/RBSSfame
) went on to win Chris second place and created interest Red Bull Street Style 2009 before it had even started.
All these channels were creatively developed in order to successfully reach existing freestyle soccer players and build a base of new fans, as well as tying into the national roadshow and qualifier series. Midway through the campaign, it is clear that Red Bull Street Style has already proved itself as an integrated multi-channel campaign that encourages spectatorship, inspires competitors and creates brand awareness that will extend well into 2010 and beyond.
RELEVANT LINKS CITED
* Website: http://www.redbullstreeetstyle.co.za
* Mobisite: http://www.redbullstreetstyle.mobi
(on mobile, use: http://rbss.mobi )
* Chris Njokwana “Single Ladies” 2nd place winner in Vodacom Fame competition: http://bit.ly/RBSSfame
OTHER CAMPAIGN LINKS
Zoopyhttp://www.zoopy.com/RedBullStreetStyleMore on Red Bull Street Style
Red Bull Street Style is a national freestyle football competition that takes place in more than 60 countries around the world, pitting two competitors against each other for three minutes during which they must perform as many tricks with the ball. Competitors must incorporate as many new and old tricktionary as possible ranging from novice moves like the ‘Knee Grab' and intermediate tricks like ‘Leg Spin' to the more advanced moves earning them bigger points such as ‘Around the World' and the ‘Grasshopper', to name a few. The two competitors battle it out in 20 second segments before passing the ball over to his or her opponent. The winner then advances to the next round. For more details go to www.redbullstreetstyle.co.za
. More on Stonewall+
Stonewall+, the digital marketing agency, serves world-class companies and marketers such as Anglo American, Aspen Pharmacare, brandhouse, Cadbury, Checkers, DStv, Exclusives, General Motors, Graham Beck Wines, Investec, MTV, Nashua Mobile, Neotel, Nedgroup Investments, Nepad, Old Mutual, PricewaterhouseCoopers, Sea Harvest, Shoprite, Siemens, Unilever, Red Bull and Vodacom. Stonewall+ engages with clients to effect change on a strategic level first, before creating user-centric experiences that build brands and transform the way in which people interact with them.
Founded in 1997, Stonewall+ has been highly acknowledged for broadcast and interactive projects locally and internationally, whilst been published in three international Taschen publications. With offices in Cape Town and Johannesburg, Stonewall+ makes it possible for businesses around South Africa, and the world, to strengthen their brands in the digital and online environment.