# Race Car Rugby Ads Red Bull and Ricciardo Teamed Up to Take on Bath Rugby Club in ‘F1 Scrum’ By Niko Pajkovic | Published 2016-04-02 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/red-bull-rugby-scrum-formula-1 References: [redbull](http://www.redbull.com/ca/en/motorsports/f1/stories/1331774162027/f1-scrum-video-with-daniel-ricciardo-red-bull) Typically, a scrum in rugby is when two clubs clash head-to-head, battling for position to determine possession of the ball. However, [Red Bull Racing](https://www.trendhunter.com/trends/red-bull-racing-rbs01) confronted the Bath Rugby club with a one-of-kind scrum challenge. Eight men from the club were pitted against the power of a 2012 [Formula 1 RB8 race car](https://www.trendhunter.com/trends/formula-1-fans), driven by three-time F1 race winner Daniel Ricciardo. Of course, the players did not take the challenge lightly, as the RB8 is a Championship-winning, 800 bhp vehicle capable of reaching speeds of over 300 kph. The RB8 was rigged with a specialty scrum machine on its front, allowing for the simulation of a traditional rugby scrum as players squared off against the vehicle and Ricciardo. The results? An epic match up of man-versus-machine and a unique clash between two different sports. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 6% | Activity: 14% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Sports Crossover Advertising:** Combining two unrelated sports, like rugby and racing, to create exciting marketing content. - **Immersive Experiential Marketing:** Creating unique experiences for consumers through interactive and engaging campaigns, like Red Bull's F1 Scrum challenge. - **High-stakes Promotional Marketing:** Taking risks and creating unusual challenges to promote products and events, like pitting rugby players against a Formula 1 race car. ### Who This Affects Most - **Motorsports:** The automotive industry can explore partnerships with sports clubs to create dynamic and interesting content that showcases their products in new and exciting ways. - **Sports Apparel:** Sportswear companies can collaborate with brands from different sports to create unique products and promotions that appeal to a broader audience. - **Marketing Agencies:** Agencies can develop innovative experiential marketing campaigns, like the F1 Scrum challenge, that provide consumers with unforgettable brand experiences. ## Related on Trend Hunter - [Bespoke Branded Electric Scooters](https://www.trendhunter.com/trends/red-bull-racing-rbs01.md) - [Branded Carbon Fiber Scooters](https://www.trendhunter.com/trends/rbs01-escooter.md) - [Racecar Team Drink Sponsorships](https://www.trendhunter.com/trends/drink-sponsorship.md) - [Formula 1-Inspired Supercars](https://www.trendhunter.com/trends/mclaren.md) - [Emotional Poeticized Motorsport Campaigns](https://www.trendhunter.com/trends/unstoppable-dreams.md) - [Racing Alcohol-Free Beer Collabs](https://www.trendhunter.com/trends/peroni-nastro-azzurro-00-and-scuderia-ferrari.md) - [Phygital Televised Races](https://www.trendhunter.com/trends/lap-of-legends.md) - [Unique Auto-Racing Campaigns](https://www.trendhunter.com/trends/liquid-death-and-nascar.md) - [Rugby-Themed Vacation Getaways](https://www.trendhunter.com/trends/the-ritz-carlton.md)