This August, Red Bull is launching a limited edition Gaming 4-pack to leverage its biggest eSports event, Red Bull 5G.
Red Bull 5G offers consumers the chance to compete in five of the biggest games - Hearthstone, League of Legends, Project Cars, Rocket League & Street Fighter; pitting the best gamers in the North and South against one another. The winners of the national finals will be taken on an all expenses paid trip to Japan.
The gaming market is huge, with a growing number of console users, the UK market value alone is set to reach £3.9 billion in 2017 (PwC Statista 2015). Video gaming is the third strongest association with Red Bull, just above music. The limited edition 4-pack will be available across Energy Drink, Sugarfree and £4.49 PMP from August 8. The messaging on pack and POS will invite consumers to pledge allegiance to their region and battle it out to be crowned the best gamers in the UK.
Each pack will feature a unique code to redeem on www.redbull5g.com, which unlocks exclusive power ups and in-game add-ons.
Gavin Lissimore, head of category marketing at Red Bull said: “This campaign will be pitting the best gamers from North against the best gamers in the South. When the campaign launched in the states with Destiny, a huge global game, we saw consumption of Red Bull whilst Gaming double. By offering stand out on shelf linking back to the event, the limited edition packs will open up a major opportunity for retailers to drive rate of sale on Red Bull 4 Packs and attract its core audience of 18-24 year olds. Let the battle commence.”