Red Bull has redesigned its 473ml can to engage with consumers and help drive sales.

Available as a standard and a £1.99 price-marked verson, the can will feature world-renowned stunt rider Travis Pastrana and will give consumers the chance to interact with one of their hero’s.

The can will carry a QR code, leading shoppers to exclusive digital content via their smartphones where they can ‘Challenge Travis’ by inventing stunts for him to undetrake. He will then select stunts to perform live when his TV show, Nitro Circus Live arrives in London later this year.
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