Tuesday, 19 January 2010


Energy drink giant Red Bull is targeting tech-savvy Formula One racing fans with the launch of a game for the iPhone and iPod touch called the Red Bull Racing Challenge.  Dubbed the official game for the prominent Formula One team Red Bull Racing, the Red Bull Racing team is dedicating this racing game to fans and supporters worldwide to engage them during the off-season.

Mobile racing

The Red Bull Racing Challenge game retails for $2.99 in the iTunes App Store.  The target demographic is consumers in their 20s and 30s skewing male.  In the game, players steer the speedy RB5 through the 2009 season's calendar.  Racing down realistic 3D courses worldwide, players experience the thrill of the world's top racing tournament.

The game lets players compete for the championship and share their records via the online leader-boards or race against the clock and record their best lap times.  In between races, players can visit the Red Bull Energy Station to test their Red Bull Racing knowledge in a trivia quiz or access official behind-the-scenes videos and photos that capture exciting moments from the season.  The game features six challenging tracks in China, England and Spain, with practice sessions and qualification runs to provide a full-season experience.  There is even an in-game pit stop challenge to test player's reaction time.  The game features a multiplayer mode via Bluetooth, as well as customizable races with various tracks, playing modes, weather and control schemes.  Users can sync with Facebook and Twitter to share their progress with friends. The background music is from Twin Atlantic's new album, "Vivarium."

GRABBING THE Bull by the horns

Red Bull plans to amplify activities by teaming up with TV and radio stations to promote the iPhone application.  The brand will also have an on-site presence at various Formula One events, running sweepstakes where fans can win meet-and-greets with the drivers, as well as win a trip to visit the factory where the Red Bull Racing cars are built outside of London.

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