|By Business Wire||
|August 9, 2013 08:44 AM EDT||
BrightLine, the leading provider of interactive television solutions for entertainment and advertising, announced today that the latest installment of the "World of Red Bull" campaign has achieved unprecedented success on Xbox Live– becoming the first Red Bull campaign to generate record setting views on the platform.
The video content combined with the ability to target Xbox users generated record breaking engagement results that are not typically seen within similar types of campaigns running on Xbox Live. The partnership between BrightLine and Red Bull and Carat, Red Bull’s media Agency of record, continue to innovate and push the boundaries of what is possible or expected in the space. Previous Red Bull activations introduced “first-evers” such as the ability to purchase a feature-length film, or play a fully-custom arcade style game directly within an Xbox 360 landing experience.
Feeding consumer appetite for high-definition videos, BrightLine and Red Bull created an exclusive content hub featuring 22 unique athletes and their stories across Red Bull’s impressive roster of talent. Each video appears within a dedicated page per athlete, with the stories focusing how Red Bull gave 'wings' to its athletes and consumers. In only six weeks, the campaign has seen drastic increases in week-over-week engagement, with duration reaching nearly 14 minutes on average. This unprecedented achievement speaks volumes of Red Bull’s content quality and it’s resonance with consumers on their entertainment-consoles.
“Red Bull’s continued exploration into interactive advertising has given them a unique advantage with consumers. The brand has found an amazing niche, experiencing record-breaking engagement levels and setting the bar for every brand with a presence on Xbox Live,” said Rob Aksman, Founder and CXO, BrightLine. “The skill to create smarter advertising destinations and giving viewers what they want most is a practice our design team specializes in. The Red Bull results are testament to how consumers want to actively interact and engage with brands on their televisions.”
This new landing experience, which was created for Xbox Live, marks the seventh collaboration with BrightLine since 2010.
BrightLine is the leading global provider of interactive television solutions for entertainment and advertising. BrightLine's data-driven In-Television solutions increase consumer engagement, brand recall, purchase intent, and sales. With over 500 executed interactive programs in over 90 million households, the company transforms passive 30-second commercials into dynamic, superior, viewer-driven brand interactions. BrightLine's proprietary IQ™software suite aggregates consumer behavior trends and historical results to inform the design implementation of integrated, programmatic advertising experiences. BrightLine creates platform agnostic solutions that launch across all television platforms, including cable and satellite, telecom companies, gaming consoles, connected televisions, smartphones, and tablets. Learn more about how BrightLine is revolutionizing advertising at www.brightline.tv.