The TouchWiz brand and audience is deeply woven into the games and experiences we created. Each stage generated WOM/Buzz and was supported by TV, radio and OOH and webcontent (MSN).Pre race-day:We created the Air Race Reporter Game: using a virtual TouchWiz screen to capture the Red Bull plane bobbing and weaving through the Air Race-course. Five top scorers got a free TouchWiz phone and an exciting day at the race.Race-day:The 5 winning “VIP reporters” were taken behind the scenes and videoed the pilots’ preparations. By using their skills honed in the game, they filmed the race itself and became broadcasters to the web, using the LiveCastr technology. The footage was also streamed to Europe’s largest outdoor screen in Amsterdam, bringing the Air Race the big city audience.Post race-day:Extending the campaign, online viewers voted for the best VIP reporter.

Event awareness rose up to 76%, topping sales to 60,000, and selling 25,000 Air Race tickets. Hundreds of thousands more gathered outside the arena to watch for free. The event page on MSN had 180,000 visitors, 100,000 gameplays, 30,000 voters. The reporters’ footage ran to 16 hours and turned up on 140 websites.We’ve taken the TouchWiz and Livecastr technology to mobile strategy briefings the world over, beyond its Dutch borders. We offer the strategy, with or without a Red Bull event, as a proven means of engaging the online gaming generation, the “always on” generation that loves sharing.