The Red Bull Stash campaign involved hiding 4-packs of Red Bull energy drinks on college campuses across the country between September 9-30, 2011. Students could enter their zip code on the website to get clues about where stashes were hidden near locations like the recreation center or library. The goal was to drive sales of 4-packs among college students by making the search for stashes a scavenger hunt and social media experience. Clues and stories of found stashes were shared on Facebook and through word-of-mouth, promoting engagement with the Red Bull brand. The campaign was deemed a success based on social media activity and positive feedback from participants who enjoyed the challenge and connection to the brand.

2. The Campaign….
Red Bull Stash
We're hiding 4-Packs of Red Bull Energy
Drink at college campuses across the
country. All you have to do is find 'me! Enter
your zip code to get clues and your campus
scavenger hunt begins. Where are they
hidden? All over. Look near the rec center, in
the library, where you park, just about
everywhere -- but without the clue you'll
never see them. And once you find a stash,
be sure to claim it so you get a shot at the
awesome final stash!

4. Why Stash?
The Campaign
• Red Bull Stash began September 9th 2011 and
ended September 30th 2011.
• The goal was to reach the collegiate audience
and drive sales for 4-packs.
• They combined the different aspects of mass
communications with social media/pr being the
central focus.

5. Public Relations
Tells a story…
One of the most effective ways to engage
consumers is to ask them to share their stories,
photos and creative ideas with the world.

6. Social Media
Bigger is better.

7. Evaluation...
• Red Bull Stash was a successful campaign in the past, generating even more
hype its second time around.
• This Campaign created personal connections with the brand and left consumers
with a story to tell.
• "This contest is very fun and I enjoyed not only the tough internet final clue, but
also the driving out late at night to find some stashes after work. Its been a
wonderful experience and I can say that I have been given wings.”- Stash winner
Pros and Cons
• Pro- Red Bull drove traffic to their Facebook page (which was linked to Stash
website) to get people talking about the campaign.
• Con- They did not make specific social media accounts for this campaign alone,
which may have confused people trying to find out about it.

8. Red Bull Stash at USF
Let’s play a game…
"Print your homework in this lab. Before
you leave, there’s Wiiings to snag!"
"The squirrels are crazy and the preacher-
men are too! Take a look around, there’s a
stash just for you."
"Bagels and shmear in the student center.
Add some wiiings, they go great together!"