REd bull comes to harvard
CASE STUDY
IN PARTNERSHIP WITH RED BULL,
The Harvard Crimson transformed 14 Plympton Street into a high-energy wellness hub, hosting the “Fresh 15” Workout Series—six 15-minute fitness classes designed to promote movement, momentum, and Red Bull Zero.
Red Bull aimed to engage students in a way that authentically reinforced its brand ethos of energy, performance, and lifestyle integration.
Rather than traditional tabling, the goal was active participation: get students moving.
We created an immersive, on-site activation that blended fitness, music, and product sampling into a single, high-energy experience.
The build-out at The Harvard Crimson included:
-
A live DJ desk and DJ to energize sessions
-
Digital posters featuring “Zero Missed Workouts” cartoon messaging
-
Branded Zero Missed Workouts yoga mats
-
Professional trainers leading each class
-
Red Bull sampling with a focus on Red Bull Zero
Promotion relied exclusively on Daily Newsletter Distributions (DNDs) in the week leading up to the event—driving anticipation and turnout through a single, targeted
media product.
THE RESULTS:
Students rotated through six dynamic 15-minute classes, including:
-
YOGA – ~15 participants
-
HIIT – ~20 participants
-
DANCE – ~40 participants
To incentivize interaction: Students who completed the full dance session holding a Red Bull can received Red Bull fanny packs and cup glasses. All participants took home branded yoga mats, creating lasting brand visibility beyond the event
By turning 14P into a pop-up wellness studio, Red Bull didn’t just advertise energy—it created it. The “Fresh 15” series demonstrated how experiential marketing, paired with targeted campus media, can convert awareness into active participation.
