Red Bull Can You Make It?

The project

Red Bull Can You Make It? is Red Bull's largest single investment in its core market: college students. 600 students (200 teams of 3) from 67 countries race across Europe for a week with no money and no phones, trading cans of Red Bull for food, transport, and lodging. More than 75,000 students applied for those 600 spots.

My role

Red Bull Global HQ appointed me Global Project Manager for the 2018 edition. I owned safety, operations, and content, leading a team of 16 top Red Bull employees from 16 countries who tracked every team. Central Command ran on 25 video production staff and 30 event operations staff, and I was the link between operations and the content and communications teams. I also helped support multi-million-dollar partnerships with Huawei and Peugeot to ensure we were achieving partnership deliverables.

Results

• 110M PR impressions and 10,000+ organic social posts
• Doubled the social impressions of all prior years combined
• 20,000 cans of Red Bull seeded across 22 countries
• 10% increase in completion rate vs. the prior year; convinced 40 students not to quit
• 60+ emergencies resolved, including 3 life-threatening situations
• 600 lifelong Red Bull ambassadors