Case Study
Overview: Red Bull Australia, renowned for its involvement in extreme sports and lifestyle events, sought to expand its influence into the esports arena by targeting university students—a vibrant demographic enthusiastic about gaming. In pursuit of this objective, Red Bull Australia became the official naming partner of the Red Bull Gaming Hub UTS. This partnership was strategically designed to align with Red Bull’s broader marketing objectives of enhancing brand visibility and engagement within youthful and dynamic communities.
Challenges: Red Bull aimed to strengthen its brand presence in the gaming community, particularly among university students, who represent a significant portion of the esports market. The challenge was to integrate Red Bull seamlessly into the daily lives of these students, fostering brand loyalty in an environment dominated by digital interactions and diverse entertainment choices.
Solution: Game Square provided a dynamic platform for Red Bull to engage directly with students through the gaming hub located on the university campus. The hub was branded with Red Bull’s distinctive visuals and offered exclusive Red Bull products and merchandise. Additionally, Game Square facilitated themed gaming events and tournaments under the Red Bull banner, which were tailored to enhance student participation and engagement.
Result: The collaboration with Game Square enabled Red Bull to achieve its key strategic objectives
Increased Brand Visibility
Enhanced Engagement
Expanded Community Reach
