Red Bull Ticker Box Race

The Challenge
A digital idea that could amplify the excitement around India’s First Red Bull Soupbox Race. but how do we get people to engage with us when most people have never heard of a soapbox? Our solution needed to be educative, yet fun.

The Idea
The Tickerbox Race, a unique Twitter-based game where you race a soapbox of your choice on an obstacle of tweets. For racers, the longer you stay on the road, the more points you get. But you could also participate by tweeting about the race and using the #ticketbox hashtag. Every tweet becomes an obstacle that could knock another racer out. Goodies were on offer for both the best racers and people whose tweets knocked racers out.

Result
Over 14,000 unique visitors played the game several times in just a period of week. Redbull.in got 470,00 views.

The Tickerbox Race played a huge part in making the overall campaign successful. Over 700 soupbox design entries were sent to us – 500 more than our target of 200 entries!

On the day of the race over 15,000 people showed up. The race was covered by the city’s prominent newspapers and television channels. But most of all, everyone present has an absolute blast!