How does one of the most well-loved brands further deepen its connection with South African consumers? By bringing on board one of the nation’s most adored public figures, Siya “The Bear” Kolisi! In 2020, Siya joined the Red Bull athlete squad and to celebrate, Red Bull tasked us to create a campaign with Siya. Unfortunately, life was at a standstill disconnecting Red Bull from those who live for the brand’s action-packed live events.
Never one to let a pandemic slow us down, Hoorah launched a unique Limited Edition Siya Kolisi Red Bull can, a first-of-its-kind collaboration with a South African rugby player. We introduced the campaign via the can, a PR push to relevant news sites and a crafted direct mailer that sent consumers to the campaign microsite. Now we get to the fun part. We deployed a high energy endless runner game called Siya’s Red Bull Squad. The objective? Navigate through a rugby minefield! Players score points based on the distance covered, by handing off opponents, sidestepping obstacles and energising with Red Bull cans. In the end, those who topped the leaderboard joined Siya’s squad for an exclusive Red Bull experience.
Hoorah is proud to have brought South Africans, Siya and Red Bull closer together virtually with a game that heroes our rugby icon and delivers on our client’s objectives.