- AuthorTarquin Cooper
- Published 10 February 2022
Red Bull X-Alps 2021
The 2021 edition of the world’s toughest adventure race has proved to be a huge global hit. Last year’s Red Bull X-Alps has defied expectations by reaching out to bigger audience figures than ever before, thanks to a winning formula that brings together great athletes, great partners and a brilliant social communications concept.
The race had a total reach of over 1 billion contacts, with 135 million on our social channels (Instagram, Facebook, Twitter and YouTube) with more than 97 million video views. Red Bull X-Alps was the second most popular account across all genres and officially holds the title for the most video views of August 2021 within the sports category. Overall, the event was not only one of the most popular on Facebook, but across all of its channels, coming second only to Red Bull’s global account.
But it wasn’t only in the Alps that the race proved a hit. We saw an audience growth of 61% in the US with strong social media and website engagement as a new generation of fans discovered the race.
The race itself was a huge success, seeing 29 athletes hike and fly across the Alps from Salzburg to Mont Blanc to Zell am See via Austria, Germany, Switzerland, France and Italy. Despite all the challenges and restrictions of a Covid year, the zooom event team put in a huge effort to ensure the race could take place safely, abiding by all the regional and federal guidelines.
Then as the race kicked off, the communications team worked around the clock to execute the media concept. It involved three weeks of non-stop on-site content production, and included livestreaming press conferences, distributing approximately 40 stories per day to four different channels as well as coordinating numerous photographers, videographers and live reporters – and then sharing that content around the world to owned and earned media channels as well as distributing across the Red Bull network.
In addition, the race was supported by more partners than ever before, including Land Rover, Xiaomi, Salewa and Suunto. We also partnered with ten Turnpoint regions as well as 15 additional equipment and technology suppliers. The world’s toughest adventure race returns in 2023 and it promises to be better than ever.