32 hours as an X-Fighter

Party hard and never stop… with your energy drink.

Brief

The Red Bull X-Fighters concept has grown to become the biggest and most respected freestyle motocross tour on the planet, featuring the world's best riders throwing down mad tricks in stunning locations across the globe. One of the main elements to choose world stages is represented by amazing available scenery, and in 2011 Red Bull decided to bring the sport of freestyle motocross to Rome. Marketing department set up a huge campaign to promote the event, with a strong media coverage: however they thought how to engage especially young people from all Italy just for one day (X-Fighters were on a Friday night). So they asked to Cento&Venti to promote it by creating a collateral one that could include X-Fighters ticket and maintain Red Bull’s mood. Where was the wrong request? After the first contact, we had just 8 weeks to setup an experimental event. Client: Cento&Venti, Milan

Solution

Moving great young event’s experience to a branded existing format was easy enough, the matter was applying to this an incoming package able to bring just for one night (that precise night!) hundreds of university students from all Italy to Rome. We dealed with CTS (Centro Turistico Studentesco), unique Italian partner of International Student Travel Confederation (ISTC), three main project goals: identifying a cheap solution for guest accommodation; managing all transport logistics, from scheduled train departures in main Italian cities to every bus event transfer (station – hotel – stadium); promoting this special event to their community across all offline and online channels. Thanks to Red Bull’s intervention, we set in package tickets for the show at discounted prices and sold at the final price of 89 euros, including other new activities like a pool party in hotel with welcome aperitif, access to official Red Bull’s after party with free drinks (Leeroy Thornhill from Prodigy was chosen as special dj guest) and a barbecue party for the next day.

Highlights

Feedback

I was looking for excuses for being in Rome with my friends for watching X-Fighters… you gave it with 32 powerful hours! What an incredible go party! I haven’t slept for all this time: your staff but first of all your drink deserves a medal! Lookin’ forward to next fight… - Filippo L., a satisfied participant

Colourqualizer

    70%
  • Support
  • Young
  • Engage
  • Speak
  • Control
  • Develop
  • Present

Quick summary

  • People101 participants
  • SAVED89€ each for the full package
  • Plus32hrs non-stop activities
  • ROI52% hotel availability sold in 4 weeks
  • Plus9 departure cities from all Italy
  • People77% participants were 18-24 y.o.
  • People12 staff people
  • ROI8 weeks of office activity
  • SAVED500 free Red Bull cans

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