For the launch of its new Thrill Seeker Mega Lift mascara, Rimmel London teamed up with Red Bull, and Red Bull athlete and five-time national All-American gymnast Lily Smith.
This first-of-its-kind collaboration from Rimmel London and Red Bull saw Lily take to the balance beam for a 90-second routine 52 stories above street level in New York City. On a rooftop overlooking the city's iconic Central Park, Lily showed off daring moves atop a performance beam that measured an additional 9.5 feet off the rooftop—double the height of a standard competition balance beam.
Lily Smith will also feature in a global marketing campaign for Rimmel London’s new ultra-volumising mascara, said to amplify visible lash volume six times as compared to bare lashes.
What Makes This Trend Stand Out
- Extreme Marketing Experiences
- Brands are increasingly leveraging extreme and high-adrenaline events to capture consumer attention and differentiate their products.
- Athlete-brand Collaborations
- Partnerships with high-profile athletes provide brands with unique opportunities to create memorable experiences and enhance brand credibility.
- Urban Outdoor Stunt Performances
- Urban rooftops and iconic cityscapes are being utilized as unconventional venues for performance stunts, blending entertainment with marketing.
Sectors Adopting This
- Cosmetics
- The cosmetics industry is innovating by integrating adventurous and bold marketing campaigns to promote new products.
- Sports Marketing
- Sports marketing is evolving through collaborations that highlight athletes in unconventional, attention-grabbing settings.
- Event Production
- The event production industry is witnessing a trend towards aerial and urban performances that redefine traditional event settings.
