Red Bull Augmented Racing
To push 12-packs in-store, we created Red Bull Augmented Racing. Using the cans, you can build custom race tracks in the game. In its first week, it was the highest downloaded racing game in iTunes.
The mobile and banner ads lead straight to iTunes where people could download the game, so we didn't really need a website. But we saw it as an opportunity to create a place where people could talk shit.