- ClientRed Bull X-Alps
- Web redbullxalps.com
BIG ADVENTURES
A Race. An Event. An Opportunity.
A race across five countries of the Alps. A battle between 34 of the world’s best athletes from 18 different nations. A global audience of millions. The Red Bull X-Alps is so much more than an adventure race. It’s a human story of pain and glory, adventure, and excitement, set against the spectacular mountains of the Alps. At zooom, we organize and manage every detail.
Storytelling is Key
Adventure races have come and gone, yet there is something truly unique and enduring about the Red Bull X-Alps – now in its 11th edition. There’s a reason why global brands want to be associated with this heritage and signature Red Bull event. It resonates at a deeper level. The storytelling possibilities are limitless. And it allows you to engage directly with fans.
Good ideas don‘t just happen
The Red Bull X-Alps began as an outlandish idea. Wouldn’t it be great if? Well, at zooom, good ideas aren’t just left to wilt and die. We make them happen, whether it’s a creative concept for a client, or a challenging adventure race. In the case of the Red Bull X-Alps, we came up with the idea for a race across the Alps, took it to Red Bull and launched into the unknown, bringing all the ingredients together to ensure it took flight.
A seat in the center of the action
For an agency like ours, creating and managing your own event brings with it many advantages. We are able for example to ensure that the digital experience of audiences around the world is an integral part of race planning, not an afterthought. We can ensure that race partners are not forgotten bystanders but placed front and center of the action. We deliver an unrivalled experience.
Sponsorship has evolved
Covid has changed the sponsorship landscape, likely for good. Events that thrive will be the ones that offer more than traditional coverage, but a full package of experiences that can be enjoyed remotely. To find out how the Red Bull X-Alps can deliver value for brands looking to engage meaningfully with audiences, access the page here.
Branding, image, and design
A race like this needs attitude and identity – and the way we give it that is strong branding and graphic design.
All visual materials and digital touchpoints follow the strict Red Bull X-Alps branding guidelines – from including it’s catchphrase ‘The world’s toughest adventure race’ wherever possible, to precise rules about sizing and positioning of sponsor logos. It’s a complicated job – but a key part of making an event professional, and not just a party.
A MEDIA JUGGERNAUT
TV, Newspapers, and magazines
The Red Bull X-Alps media blitz is thorough. By providing traditional mainstream media with easily accessible editorial packages, coverage is maximized beyond the typical action and adventure sports audience.
Between the personal and fan pages of each athlete and the official social media outlets of Red Bull X-Alps it’s almost impossible for a fan to catch every bit of news around the race – there’s just too much for one person to see. And that’s the way it’s supposed to be.
Multimedia, multichannel
Fans of the Red Bull X-Alps are highly enthusiastic – while the bulk of communication centered around the robust website with live tracking – content went out on every social media channel available, with additional reporting directly from the race route via Facebook Live.
MILLIONS OF METERS, MILLIONS OF VIEWS
The collective effort of the athletes accumulated over the years is stunning – virtually countless kilometers covered, countless vertical meters ascended in descended.
A DAUNTING DIGITAL TASK
HARDWARE AND SOFTWARE
The Red Bull X-Alps development requirements are unique: it’s not just servers and databases we’re working with. Data collection within our live tracking system requires real-time, constant connection with up to 150 different people using mobile phones and GPS. This means we have a significant task when it comes to hardware evaluation and management, athlete and crew workshops to train everyone on use, and of course, feeding it all into the Red Bull X-Alps website and app ecosystem.
Custom-built live tracking
Our website at redbullxalps.com isn’t just a hub for information about athletes, rules, and the route – it’s the living, pulsing heart of the entire event.
Once the start gun is fired, every movement of every single athlete is tracked live on an interactive map, with multiple layers of information – location, direction of travel, speed, altitude, hiking or flying.
Not only could fans follow every spiral, lift, and zigzag the athletes made; they could also choose how to follow it. The tenth edition of Red Bull X-Alps had 2D tracking, POV from the athletes, a VR option, as well as the best 3D experience in live tracking ever! Fans could see the race and experience what it’s like to glide 2000m above sea level, all the way through the Alps.
An immersive experience
Building the Red Bull X-Alps website isn’t as simple as placing some images and text in a pre-made website template – it’s custom built from the ground up, and handles multiple millions of data points every time someone loads up the live tracker. It’s so unique, in fact, that Google did a case study on it – highlighting how we utilized services like Google Cloud to keep information up-to-date and on-point.
‘You guys truly embody the projects you are working on! This is what comes to my mind when I think of zooom productions. At events like Red Bull X-Alps you turn the athletes’ breathtaking journey through the Alps into a story that grabs attention around the world. You produce stories and pictures which thrill and inspire hundred of thousands of fans all around the globe. Thus your work is not only worth every cent for your client, but also of incalculable value for SalzburgerLand as an adventurous alpine destination.’
Leo Bauernberger, Managing Director, Salzburg State Board of Tourism
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