BRAIN CONTROLLED RACING by Mill Stirling for Puma / Red Bull

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BRAIN CONTROLLED RACING

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Industry Games, Business equipment & services, Corporate Image
Media Promo & PR
Market Singapore
Agency Mill Stirling
Creative Director Ray Chan
Designer Pearly Teo
Released September 2010

Credits & Description

Category: Best Use of Games
Advertiser: RED BULL/PUMA
Product/Service: INTERACTIVE GAME
Agency: MILL STIRLING
Date of First Appearance: Sep 23 2010
Entrant Company: MILL STIRLING, Singapore, SINGAPORE
Creative Director: Ray Chan (Mill Stirling)
Account Director: Daniel Wee (Mill Stirling)
Designer: Pearly Teo (Mill Stirling)
Technology Specialist: Dr. David Jiang (Republic Polytechnic)
Media placement: In-Store Game - In-Store Game - 23 September 2010

Describe the objective of the promotion.
Strengthen association between RED BULL racing and Formula One, whilst driving traffic into the PUMA store for an event which featured Sebastian Vettel as a special guest.

Describe how the promotion developed from concept to implementation.
We worked closely with Republic Polytechnic in using their patented brainwave-measuring technology to build a toy car racing game that depended on how well you could concentrate.

Explain why the method of promotion was most relevant to the product or service.
You can concentrate better by drinking RED BULL. Drink RED BULL, go faster.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The game helped publicity for the event which culminated in a record 300+ people visiting the PUMA store in less than two hours.