OPPORTUNITY

Create a pop culture event for Redbull that continued their longstanding sponsorship of offbeat sporting events. What better way, than to invent a sport so iconoclastic, just trying to figure out if it was real or not became a sport unto itself.

THE IDEA

A truly viral effort that included a web released full-length feature film, dedicated and supporting microsites, wiki entries, Olympic petitions, mainstream media recognition, blog seeding, RSS feeds and film festival entries. An entire community created around the make-believe sport of professional Staredown, featuring feuding athlete-rivals Philip Rockhammer and Tony Patterson, on their quest for the coveted National Association Of Staredown Professionals (NASP) world title. Created in partnership with AKQA, the film is currently in release on Comcast VOD service 

Unflinching Triumph Red Bull

BRAND FILM

Implant Redbull's benefits of

focus, concentration, and endurance into an improbable

but highly entertaining world of professional Staredown.

1. •The film broke ground as the first full-length feature conceived entirely for an initial web release, generating 558,882 hits on YouTube
   

2. •68,000 hits on the film's dedicated site in the first month of release
   

3. •12 million blogs, RSS feeds, news articles and files shared
   

4. •Sports Illustrated named ‘Unflinching’ The Most Amusing Parody of 2006
   

5. •The Wall Street Journal's weekend edition listed it number one on a list of ‘What to Watch’ in new media content and most recently was nominated for a 2007 Webby Award
   

1. •Web Film
   

2. •Dedicated Site
   

3. •YouTube Channel page
   

4. •Satellite sites for NASP, Competitions, Olympic petition
   

5. •Wikipedia entry
   

6. •PR
   

7. •Film Festival entries
   

8. •VOD release on Comcast