Red Bull - Crushing the Workout

For the launch of Red Bull Zero, the new zero-sugar energy drink with a flavor identical to the original, we created a campaign strategically executed on TikTok. The action transformed a product launch into a competitive and aspirational experience for the public.

We recruited elite athletes Letícia Bufoni, Ítalo Ferreira, and Endrick to create training challenges. The public was invited to participate free of charge, using an official TikTok filter that incorporated body tracking technology. This tool assessed the precision and energy of the movements performed by participants as they imitated the workouts, generating a ranking based on points.

The participant with the best performance within the estimated time was guaranteed the opportunity to have a real-life training experience with one of the Red Bull athletes. By uniting the power of sports stars, a viral platform, and engagement technology, the campaign (known in Portuguese as "Red Bull Zerando o Treino," often translated as "Red Bull Crushing the Workout" or "Red Bull Zeroing the Training" for context) not only generated massive visibilityfor Red Bull Zero but also effectively positioned it as the ideal energy partner for active routines, consolidating itself as a success case in digital sports marketing.