Energy drinks brand Red Bull is running a Stream of Dreams on-pack promotion, which enables customers to nominate their favourite rising star of UK streaming. The competition will see both the streamer and a Red Bull customer get the chance to win an ultimate streaming prize.
The campaign will kick off as the product arrives in store - 25th October. The 360 campaign specifically targets 18-34 y/o who log in to watch their favourite players live streaming.
The on-pack promotion will run across Red Bull Energy Drink 4x250ml & 8x250ml cans and Red Bull Sugarfree 4x250ml and 8x250ml cans.
To enter the competition, fans go to the Redbull website to nominate their favourite up-and-coming streamer (who has 30,000 Twitch followers or below), with a written submission on why they deserve to win. The top six streamers with the most nominations will be showcased on the Redbull website for their communities to vote for them. The most nominated streamer will get to curate and host their ultimate dream stream at the Red Bull Gaming Sphere in Shoreditch, London, worth £5,000 – filled with all their fans. The winning streamer will pick the best motivational submission from their pool of gaming fans’ nominations. This fan will win an all-expenses-paid trip to one global Red Bull Gaming Event of their choice for them and a friend. What’s more, the first 1,000 gamers who nominate will receive a Red Bull sample pack.
Red Bull claims that its 250ml energy drink 4pk is the no.1 bestselling multipack in the Sports & Energy category (Nielsen Scantrack). Energy drink multipacks have delivered 68% incremental growth into the category, driven by existing shoppers trading up from single cans to mutli-packs (Kantar).
Red Bull multipacks already bring shoppers to the category, taking £9m (Nielsen) incremental growth. As this new on-pack promotion is set to drive more awareness and excitement, the brand claims Red Bull multipacks are a must-stock item for retailers this autumn.
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