Sports Marketing Idea Of The Year (2009)

In the winter of 2009 Red Bull launched a surprising marketing idea called 'Project X'. Red Bull build a secret half-pipe hidden in the mountains of Colorado. The snow there is like powder and only experts can snowboard in those areas. That's why Red Bull was able to dodge the media and keep it secret. The energy drink brand did not inform the public on purpose. The company invested a large sum of money into this project. 300 man hours were used to build the foam pit, 250.000 of cubic yard of snow were moved, 30 heli-bombs were dropped to get enough loose snow and 8000 lbs of steel was used. This shows the immense scale of this project.

Shaun White the most talented snowboarder of our time, was the lucky man that was qualified to use this very special half-pipe. Filmed from a helicopter in the middle of the mountains Shaun White did the most amazing tricks. He even did a series of tricks he invented himself and were unseen.

I can understand why this was the best sports marketing idea of 2009. Red Bull came up with an amazing idea and did not even inform the media about it. The secret and hidden aspects make this project very interesting. I can imagine people finding this project very cool, because its so creative and unusual. This way the project started a viral process, which Red Bell of course anticipated on. A lot of people started talking about it, and later on the media loved it.

The video's that resulted from Project X and the tricks that Shaun White preformed were breathtaking and I really liked it to spend time reading about this project.