Red Bull: Timeline Tactics

Any avid Facebook user knows how frustrating it is when you log into your account and see that the layout has changed…again. You just get used to one look and they decide to change everything you once knew. For many users this is a nuisance, but to advertisers it’s an opportunity to do something that’s never been done before. It’s their chance to use these new features to enhance their online presence and continue to build their brand.

Take Red Bull for example. When Facebook introduced timeline to their layout last year, there were a lot of moans and groans from users. Rather than focusing on how users reacted to the change, the wildly popular energy drink decided to use the new layout to their advantage.

You see, Red Bull decided to hold a contest. I know, nothing new there. But this wasn’t just a regular contest. The brand used the new timeline layout to create a virtual scavenger hunt. The campaign gave users clues that required them to search through the company’s timeline until they could find the next clue. For instance, the first clue challenged users to go back to when the very first Red Bull was sold. Users would have to go through past posts until they found the date, April 1, 1987. Once there, they had to find a hidden date in the post to move on to the next clue. This was repeated for seven steps, with the first 30 people to complete the scavenger hunt winning prizes.

Not only was this campaign successful, as it was the first time a brand used timeline in a unique and clever way, but it ensured users were exposed to significant milestones in Red Bull’s history. This guaranteed that participants learned about the brand’s history in the process of the game. Thousands of fans explored Red Bull’s timeline, learning about various events, activities, and other stories the company has been involved in. It was also significant as it brought consumers together to bond over the game, as they tried to figure out each clue.

It’s one thing to have a Facebook page, but it’s how companies use it that can make or break their brand. While many brands hold contests through their social media pages, few have the creativity and ability to engage consumers and make them spend long periods of time on their page. Red Bull’s compelling contest engaged users and constantly kept the brand at the forefront of their minds.

Although thousands of people participated in the contest, I question whether or not there was a large user drop off rate between clues. The complexity of each clue may have also deterred some of Red Bull’s current fan base from participating, especially since their target market is young, active individuals. One thing is for sure though, it’s a unique way to take advantage of a new social media feature, engage users in a compelling way, and ensure people talk about your brand. 

Source: http://socialmediatoday.com/larry-weintraub/461766/red-bull-facebook-timeline-timewarp