Red Bull Tweets to Beats
Agency: TBWA Tequila
Client: Red Bull Australia
From maniacs in wing suits to promo girls in Red Bull can Mini Coopers, the Red Bull marketing juggernaut marauds into the music world.
Part of the Red Bull beat suite site, which also promotes Red Bull sponsored gigs, the Tweets to Beats page gives the user a simple interface where text and hashtags can be converted into a music track.
The track is basic and boring. Who exactly this site appeals to is uncertain. Anybody into the music promoted by Red Bull (ie. Aloe Blacc) or the accompanying visual designers (ENESS), will a) not be bothered or b) not impressed. And the kids, well, the kids have already downloaded Ableton.
However, the simple layout and a straight forward premise make the site quite engaging. The muted primary colour palette continues the site’s overall de-tuned feel to a pleasant effect: the design is not blaringly Red Bull, but a muted, cooler version.
What the site does well is add Red Bull branded user produced content into the twitter and fb timelines of friends; peer distributed content that’ll fill the gap until we all start giving out branded biometrics (à la Nike Fuel).