Case Study: Red Bull launches a gamified Winter Edition activation with VMLY&R

Red Bull rolls out Master Maze to 5+ markets with VMLY&R

Red Bull faced the challenge of creating new and engaging digital consumer activations to support the reveal of its new Winter Edition flavor. The brand needed fresh, gamified concepts to cut through the market and engaged VMLY&R early in the process to develop a winning idea.

VMLY&R developed a future-proof maze game platform with a physics engine, where users navigate a ball through a labyrinth to reveal the new edition. The solution was quickly adopted, seeing significant growth with over five market rollouts in its first year. Its success has led to planned product improvements and a real-world adaptation for an interactive event in 2024.

Red Bull