New York Red Bulls
Challenge:
Red Bull Arena sought to appeal to the musically progressive student/young professional (18-29), while creating a family-friendly environment for fans, playing a prominent role in defining soccer culture in the United States. To keep the “edge” inside the arena, no Top 40 music was allowed and high energy was a must!
Solution:
Unique musical programming was curated for each game-day experience and played live in the arena. Emerging artists (spanning electronic, indie and world music) were featured along with original custom content for brand messages, experiential engagements and prominent in-game moments (i.e. kickoff, halftime and post-match).
Results:
-Worked with the team for four years, enhancing the franchise’s entertainment offering
-Amplified fan spirit and involvement, helping to win the league’s “Supporters Shield”
-Annual reach of 350,000 soccer enthusiasts and music loving consumers
Open air venue for all ages
Championship seasons with the legendary #14 Thierry Henri
Hype from the supporters section, after goal, with custom content
Live engagements in the “Bullevard” (fan alley) during pregame
Live engagements in the “Bullevard” (fan alley) during pregame
Custom fireworks show with original curated music content
Custom fireworks show with original curated music content
Stadium tributes and branded moments with live content delivery
Red Bull skydiving team delivering game ball into the arena
Theatrical moments in-game synchronized to original content
Arena with 25,000 capacity
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Role Creative Director, Music Programming
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For Red Bull
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Date 2010 – 2014
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Type Sports & Entertainment
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