Red Bull: STREET ART VIEW

Credits & Description:

Category: Best Use of Social Media

Advertiser: RED BULL

Product/Service: GOOGLE STREET VIEW

Creative Director: Guga Ketzer (Loducca)

Creative Director: Cassio Moron (Loducca)

Creative Director: Pedro Guerra (Loducca)

Creative Director: Marco Monteiro (Loducca)

Art Director: Gustavo de Lacerda (Loducca)

Copywriter: Raphael Franzini (Loducca)

Account Director: Wilson Negrini (Loducca)

Account Supervisor: Roberta Beltrão (Loducca)

Web Developer: Raphael Franzini (Loducca)

Culture Manager: Otavio Sampaio (Reb Bull)

Media placement: Web - Web - 11 February 2011



Summary of the Campaign

Red Bull Street Art View is a collaborative collection of sites from Google Street View showcasing street art all over the globe.



Anyone can tag their favorite graffiti spot (no images need to be uploaded) and help build the world's largest street art collection.



First month results: 300.000 visits, 5.000 tweets (99% positive), 18.000 shares on Facebook, 4.000 artworks tagged and worldwide media coverage.



The Situation



All over the world, Red Bull is always linked to strong elements of urban culture, and graffiti is one that stands out.



However, the events and even the artworks are restricted to the local universe, without the power to reach many people.



The Goal

Our goal was to reinforce the brand’s ties with urban culture.



The Strategy

The idea was to create a space for all the graffiti in the world to converge, making it easy to search by place or artist.



Execution

We brought together Google Street View, street art, and the power of crowdsourcing to build the world’s largest street art collection.



Red Bull Street Art View (streetartview.com) is a collaborative collection of sites from Google Street View showcasing street art all over the globe.



Anyone can tag their favorite graffiti spot. No images need to be uploaded, Google Street View takes care of displaying the photos.



Documented Results

Street Art View not only became a reference for street art lovers on

the web but it's also being used as a guide for discovering the best

of art in cities around the world.



Thanks to the thousands of visitors, the collection grew from hundreds

to thousands of artworks mapped. This also results in more time spend

on site, thus more brand exposure.



It was an instant hit with posts on major blogs and great buzz on

social networks. So much so that 75% of the traffic comes from

Facebook, Twitter and blogs.



To illustrate, here are the first month results:



- 300.000 visits with an average of 2min of time on site;

- 5.000 tweets (99% positive);

- 18.000 people shared the site with their Facebook contacts;

- 4.000 artworks tagged;

- Worldwide media coverage, including The Huffington Post, Gizmodo,

FWA, The Guardian, The New Yorker, CBC, etc.



And the flow continues, with an average of 2,000 new visitors everyday.