F1 quickly became a global sensation following the series, Drive to Survive, on Netflix. To capitalize, we wanted Red Bull Racing to be gen-z’s favorite team. To recruit this generation and Red Bull’s other affinity based fans to F1, we developed a global content format called ‘Just Another Day In The Pit’, where we put our athletes undercover in F1 pit crew fatigues, to ball out in their respective craft.
While this format started as a one-off on TikTok, several pieces found virality so we went wide across Red Bull's social footprint to YouTube Shorts, Instagram Reels, and organically from fans to Reddit, various F1 forums, and even broadcast F1 coverage. Each piece outperformed Red Bull’s benchmarks across our respective channels with a total of 130M organic views from 4 pieces of content. The definition of earn before you buy.
F1 quickly became a global sensation following the series, Drive to Survive, on Netflix. To capitalize, we wanted Red Bull Racing to be gen-z’s favorite team. To recruit this generation and Red Bull’s other affinity based fans to F1, we developed a global content format called ‘Just Another Day In The Pit’, where we put our athletes undercover in F1 pit crew fatigues, to ball out in their respective craft.
While this format started as a one-off on TikTok, several pieces found virality so we went wide across Red Bull's social footprint to YouTube Shorts, Instagram Reels, and organically from fans to Reddit, various F1 forums, and even broadcast F1 coverage. Each piece outperformed Red Bull’s benchmarks across our respective channels with a total of 130M organic views from 4 pieces of content. The definition of earn before you buy.
F1 quickly became a global sensation following the series, Drive to Survive, on Netflix. To capitalize, we wanted Red Bull Racing to be gen-z’s favorite team. To recruit this generation and Red Bull’s other affinity based fans to F1, we developed a global content format called ‘Just Another Day In The Pit’, where we put our athletes undercover in F1 pit crew fatigues, to ball out in their respective craft.
While this format started as a one-off on TikTok, several pieces found virality so we went wide across Red Bull's social footprint to YouTube Shorts, Instagram Reels, and organically from fans to Reddit, various F1 forums, and even broadcast F1 coverage. Each piece outperformed Red Bull’s benchmarks across our respective channels with a total of 130M organic views from 4 pieces of content. The definition of earn before you buy.
F1 quickly became a global sensation following the series, Drive to Survive, on Netflix. To capitalize, we wanted Red Bull Racing to be gen-z’s favorite team. To recruit this generation and Red Bull’s other affinity based fans to F1, we developed a global content format called ‘Just Another Day In The Pit’, where we put our athletes undercover in F1 pit crew fatigues, to ball out in their respective craft.
While this format started as a one-off on TikTok, several pieces found virality so we went wide across Red Bull's social footprint to YouTube Shorts, Instagram Reels, and organically from fans to Reddit, various F1 forums, and even broadcast F1 coverage. Each piece outperformed Red Bull’s benchmarks across our respective channels with a total of 130M organic views from 4 pieces of content. The definition of earn before you buy.
