Over 30,000 enthusiastic fans flocked to Nashville’s iconic Lower Broadway for Red Bull Showrun in fall of 2023. The city stopping event bridged the pinnacle of motorsport and music - allowing our team to bring new audiences to the world of Red Bull.
As influencer marketing lead and media support for this project, I was responsible for building out a press experience that would immerse guests in the world of Oracle Red Bull Racing. In addition, I was responsible for regional media facilitation, production partner oversight, and management of our local PR firm.
To reach an entry point consumer of 18-24, our media outcomes met them where their time is spent. The focus on social-first outlets and influencers allowed us to garner coverage on EPC-relevant platforms while still creating wide local buzz in a key market.
The prioritization of ‘big bet’ media with national impact allowed us to focus on high impact and break-through stories. Robust coverage in outlets such as Sports Illustrated, NYLON, Barstool Sports, and The Athletic helped drive Red Bull relevancy on both a national and regional scale.
The strategy to utilize select influencer channels helped to reach an 18-24 year old audience that transcends motorsports. The creation of custom content with driver Daniel Ricciardo helped drive attention to Red Bull Showrun well after the event was over.
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Sports Illustrated | F1
Nashville Business Journal | Sports
Noel Miller | Hot Laps
Barstool Sports | Sundae Conversation
Nylon | Fashion
Sports Illustrated | F1
Jackson Kessler
The Athletic | Formula 1
Formula 1 | News
Alex Presley | Mac Hereford | Old Row Official
15 influencers and 10 national media members came from across the country to attend Red Bull Showrun. The two-day long experience was a once-in-a-lifetime opportunity to get up close and personal with Oracle Red Bull Racing. Multiple touch points made it easy to share, with a final result of 284 combined posts and 35M social impressions.
Influencers and media received the first glimpse of Oracle Red Bull Racing for the weekend at Soho House Nashville. Guests enjoyed a private dinner complete with unreleased Red Bull Winter Edition cocktails. The RB7 and its crew were at the ready for guests to get a closer look, and a photo bomb from driver Daniel Ricciardo was a hit with guests.
In true Nashville fashion, Red Bull executed a Honky Tonk takeover at local staple Whiskey Row, complete with performances from a lineup of local country artists. Media and influencers enjoyed “shoey shots” and had front row seats to a surprise performance of “Wagon Wheel” by driver Daniel Ricciardo.
Guests had the opportunity for a hands-on experience during private paddock tours with the Oracle Red Bull Racing team, Red Bull rally car driver Scott Speed, and Red Bull stunt bike athlete Aaron Colton. During the event, guests had a bird's eye view of the action on a VIP rooftop – complete with Instagram-able infrastructure, memorabilia, and racing simulators.
