Red Bull Brings 'Spin Off' Event to Chicago
Red Bull GmbH, known for its playful, high-energy cycling events, held its first live tandem-bicycle race in the U.S. on June 13, surrounded by a social media-led campaign that grabbed the attention of fans of the energy drink brand.
The "Red Bull Spin Off" event (see video below) paired innovation, fun and consumer engagement for both the participants and the legions of spectators watching from Chicago's 12th Street Beach.
Thirty-nine teams of two designed and built non‑motorized themed tandem bikes to race on the heavily branded floating racetrack — and attempted to cross the finish line without falling into Lake Michigan.
The company kicked off its promotional efforts in mid-February with content on the company's branded YouTube, TikTok, Facebook, Instagram and X sites. Influencers and content creators added to the efforts online, while partnerships with greater-Chicago based retailers Jewel-Osco and Walgreens brought the event to consumers in stores through displays prior to race day and encouraged fans to visit the lakefront for the competition.
Red Bull tapped pro skateboarder and content creator Brooklinn Koury; pro basketball player and Chicago Bulls forward Matas Buzelis; and Team USA women's hockey gold medalist Laila Edwards to help promote the event on digital and social channels, and be on hand on race day to judge the competition. The celebrity judges helped score teams on creativity and showmanship throughout the day.
"The best part of this event was watching everyone either make it or eat it," said Khoury in a news release. "I am so hyped that I got to be a part of it."
To drive further consumer engagement before the event, fans were invited to vote on their favorite bike for the People's Choice Award presented by Jewel-Osco. Voting ended on Friday, June 12.
Red Bull Spin Off debuted in the Netherlands in 2023 and will continue its tour in Washington later this month. Free to attend and open to all ages, the event was livestreamed on the Red Bull channel in the Live TV section, as well as on Amazon Prime Video, Roku Streaming Devices, Vizio Smart TV devices and WatchFree+.
