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About Red Bull Australia
Red Bull is a globally iconic energy drink brand, known for pushing the limits of performance, culture, and sport. As the company continued expanding its footprint in Australia, it aimed to boost local engagement and sales through event-based activations and digital marketing. Red Bull partnered with Metrix to deliver an activation that would connect authentically with Brisbane audiences and elevate their presence at key cultural moments.
Challenges
Despite global brand dominance, Red Bull’s local expansion efforts faced several challenges:
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Limited Local Event Impact – Previous events lacked the scale and memorability to drive long-term brand recall and product uptake.
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Disconnect Between Online & On-Site – Event attendees weren’t being captured or retargeted for ongoing engagement.
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Need for Stronger Community Presence – Red Bull wanted a campaign that made a lasting impression with Brisbane locals while showcasing its signature brand energy.
Approach
Metrix took a hybrid approach, combining on-the-ground event activation with post-event digital campaigns designed to amplify reach, build community, and convert energy into measurable brand outcomes.
Strategy & Execution
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Brisbane Show Event Activation – Delivered a high-energy, immersive Red Bull brand experience at the Brisbane Show, featuring a custom-built setup, branded giveaways, product sampling, and live entertainment designed to energize attendees and create shareable moments.
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Lead Capture & Engagement – Deployed digital forms and QR code integrations to capture attendee data and immediately segment audiences for follow-up.
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Post-Event Retargeting – Rolled out Facebook and Google retargeting campaigns targeting event participants, turning engagement into repeat product interest and brand loyalty.
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Branded Content Rollout – Captured video and photo assets from the event to use in future marketing campaigns and to build brand hype across social platforms.
Outcomes
The Red Bull activation at the Brisbane Show was a standout success — blending real-world energy with digital strategy to drive deeper engagement and community connection.
Key Results
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Direct engagements during the Brisbane Show activation
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Leads captured via QR and digital activations
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Decrease in cost-per-opt-in compared to previous campaign
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