MUSIC / BRAND ACTIVATION / LIVE EXPERIENCE
RED BULL
POP UP.
FIND THE
SHOW.
What happens when the location of a concert becomes part of the entertainment?
The REC Pop Up Concerts launched at the iconic OAKA Spyros Louis complex with a simple twist: the audience did not initially know where the show would take place.
Clues published through REC's social media turned the announcement into a digital treasure hunt. The most resourceful fans followed the information, decoded the secret location and made their way to OAKA.
Once there, REC took over the microphones for an intimate summer pop-up performance, bringing fans closer to the band and transforming an unexpected location into a temporary live music stage.
Branded Red Bull MINI vehicles moved throughout OAKA, amplifying the activation on location and signalling that the countdown to the secret concert had begun.
DIGITAL CLUES.
REAL-WORLD REWARD.
THE CLUE
Social content gave fans the information they needed to begin searching for the secret concert location.
THE HUNT
The audience became part of the campaign by solving clues and turning discovery into engagement.
THE REWARD
Fans who found the location experienced REC live in an unexpected pop-up environment.
THE ACTIVATION
Red Bull branded MINI vehicles extended the energy of the activation throughout the OAKA complex.
THE CONTENT
Photography and video production transformed the live moment into content that could travel beyond OAKA.
THE EXPERIENCE
Music, social media, branded activation and discovery became one connected audience experience.
THE EXPERIENCE.
MAKE THEM FIND IT.