Besides a taste of the product, the agency wanted to give the audience the possibility to dive into the exciting world of Red Bull and playfully show them the product's USP.

Therefore, the agency transformed digital signage into an interactive tool via a technology similar to Kinect. On the screen consumers were asked by Austrian BMX legend Senad Grosic to interact with him. The challenge: Virtually give Senad Grosic wings by passing him a Red Bull Zero Calories through moving your body. If successful, Senad takes the can and performs a no hand/no bike backflip. After the jump Senad virtually gives a code to the player with which he/she can get wings/a free chilled Red Bull Zero Calories can by entering the code on the display of a customized vending machine, which the agency had placed right beside the digital signage.

The system was installed in 3 locations in Vienna.

The digital signage was equipped with a live counting system, measuring exactly how many people were passing the action zone and how many had participated.

In total, up to 50,000 people had been reached within the 2 weeks of the promotion. Nearly 6,000 people had participated in the challenge and were experiencing a unique encounter with one of their extreme sport heroes. 4,500 'Red Bull Zero Calories' cans were sampled out of the dispensers.

4 weeks after the launch, 'Red Bull Zero Calories' achieved an aided awareness of 54% in the relevant target audience (source: awareness tracking).