Redbull Online Game
I led the strategy and launch of Red Bull Japan’s new web-based game for mobile and desktop to support the Red Bull 400, the brand’s real-world event in Sapporo. With the goal to attract younger Japanese Redbull fans through gaming, the engaging game simulates the actual Red Bull-sponsored running race up an Olympic ski jump in Sapporo, Japan. Players needed to complete the game course within 40 seconds to be able to enter sweepstakes to win a chance to go to Austria for the Red Bull 400 in that country.
Problem
Use online gaming to effectively connect young Japanese with the Red Bull brand.
Solution
I launched Red Bull Japan’s mobile game simulating the Red Bull 400 race Sapporo.
The Team
Lance Shields - Design Director
Matt Bennett - Creative Director
Hernan Valencia - Illustrator
John Smith - Animator and Engineer
My Role
Design Direction
Design Strategy
Cross-functional Team Leadership
Executive Alignment
Stylized gameplay engages fans
Important to the success of the game was both the stylized illustration to capture the brand and the custom-built game engine that reacts to the steepness and difficulty of the course. And of course, players can get power-ups by grabbing flying Red Bull cans that appear along the incline. This branded game is a key approach to connecting with younger fans in Japan.
Outcomes
Increased fan engagement: Connected the Red Bull 400 event with younger audiences through an interactive gaming experience.
Immersive gameplay: Simulated the steep, challenging ski jump course with a custom-built game engine.
Brand alignment: Featured stylized illustrations and power-ups to reinforce Red Bull’s dynamic brand identity.
Sweepstakes participation: Incentivized players with a chance to compete in Austria’s Red Bull 400 race.
Cross-platform reach: Launched for both mobile and desktop, maximizing accessibility and user engagement.
