red bull

Issue:

Mango was briefed by Red Bull to generate hype around Red Bull’s partnership with Melbourne Music Week (MMW) and promote the two events hosted by Red Bull Music Academy (RBMA); Tram Jam and Discolypso on the last day of MMW in November 2013.

Idea:

Mango developed a PR strategy focusing on an extensive pre-event media relations campaign to drive ticket registrations for the events. Mango secured an array of coverage across metro print, radio and online by utilising RBMA talent and DJs to participate in interviews and photo opportunities. Mango engaged media and local music bloggers to take on the epic Tram Jam journey and review the closing events for MMW.

Impact:

  • $330,243 Advertising Value Equivalent (AVE)
  • Media reach of 9.5 million consumers
  • 67 pieces of media coverage including 4 in international media outlets