Whether for studying or for partying, Red Bull has become an essential tool in the arsenal of students around the world, and the Red Bull AirDrop activation plays on that idea. For the campaign, Red Bull delivered crates full of three flavors of Red Bull to college and university campuses, making it seem as though a helicopter had dropped emergency aid packages for students in the midst of exams.
On top of delivering the crates, Red Bull placed hidden cameras in the area to record people's reactions. Since there were no Red Bull ambassadors on site, students were free to investigate the crates at will, leading to a panoply of responses.
Red Bull AirDrop, which was carried out with the help of creative agency Archrival, was broad-spanning. The crates appeared at over 500 campuses in 55 countries, including the US, Japan, Egypt, Australia, and France.