Case Study: Red Bull achieves massive live fan engagement (4.7M engagement minutes) with Ion Interactive

Fan Interaction Takes Flight Using Rock Content

Red Bull Air Race, the international motorsport series that pits pilots against a fast aerial racetrack, needed a better way to engage fans around the world. Historically the team used its website and social channels mainly for news distribution and had no consistent live webcast, making it hard to involve viewers in different time zones or give real‑time context during races.

In 2012 Red Bull implemented Rock Content Engage to add a live commentary feed that any team member could run, integrate Twitter/Facebook/Instagram content, and inject event data and icons (e.g., pylon hits) for quick navigation. The result was a lively, moderated live blog that turned passive viewers into an active community—Fort Worth 2015 produced 551 posts, 304 comments and 4,736,332 engagement minutes—helping extend the brand and make fans feel part of the action.

Red Bull

David Granger

Editor-in-Chief