Red Bull's Radio DJ Ad Attracts New Talent to the Campus Clash Competition

By: Laura McQuarrie - Published: Aug 14, 2014 • References: & creativecriminals
To encourage new participants to take part in this year's Red Bull Campus Clash DJ competition, the energy drink brand created a unique radio DJ ad that could be mixed on a stereo.

The radio ad explained where to find more information about the competition and encouraged listeners to "mix this very ad," using the stereo's speaker balance control. Using these controls, it was possible to isolate parts of the track and make use of cross fading, as a real DJ might. As a result, signups to the competition increased by 240% and attendance increased by 300%, proving that this was a fantastic way to introduce DJing to people who may not have tried it before. Stats for Remixable Radio Ads Trending: Older & Chilly
Research: 361 clicks in 93 w
Interest: 0.5 minutes
Concept: "radio Dj Ad"
Related: 79 examples / 61 photos
Segment: Neutral, 12-35
Comparison Set: 29 similar articles, including: heat-triggered paint illustrations, warrior-inspired energy drinks, and muscular swank speed racers.