The Keys to your City campaign, starting in July, is designed to drive footfall back into the on-trade and "gives consumers the keys to social adventure in their city".
The initiative includes the launch of a limited-edition can, the first time Red Bull has created a supporting case wrap, directly targeting the on-trade.
Key to the city
The decorative wrap includes a direct call out to venues to get involved in the new campaign by following three steps to tell consumers why their venue has ‘the key to the city’.
To be in with a chance of featuring in the energy drink’s city guide, venues have to take a picture of the limited-edition can within their outlet and post the image to Instagram, using the hashtag #keystoyourcity.
Selected Instagram posts will then be featured on a dedicated Keys to your City hub on Red Bull’s website, in the drink’s Bulletin magazine and on its social media platforms.
The campaign, which Red Bull predicted to cost £1m, aims to celebrate all types of venues in the on-trade. Any outlet stocking the limited-edition can is able to get involved and showcase why they are unique in their city.
Red Bull on-premise marketing manager Sophia Blawat told The Morning Advertiser: “Any venue can get involved. They just need to take a picture of the can in their venue and using the hashtag #keystoyourcity and they will have the chance to be called one of the best [outlets] in their city.
“We will reward the best ones and we will boost those posts through targeted advertising."
She added: "[The campaign] is aimed to drive footfall back into the trade and Red Bull is giving wings to people by equipping them with a dedicated city guide and inspiring them to make the most of their time spent out and about."
The campaign will also be highly visible across with country with focus weeks running in specific cities including London, Birmingham, Leeds, Manchester and Glasgow. October will see Red Bull activate the campaign specifically to freshers who are new to their cities.