The Red Bull Z-Monster Challenge uses mobile augmented reality technology at bus stop installations to increase awareness of Red Bull energy shots among college-aged youth. Players use an app to "zap" virtual monsters on the glass panels within a 90-second time limit, competing for high scores and a chance to win a laptop. Reloading shots during the game allows players to receive a free sample shot. A Facebook app lets players find locations, check rankings, and challenge friends. The goal is to engage customers through an interactive technology experience promoting the product.

1. The Red Bull Z-Monster Challenge

2. Introducing
The Red Bull Z-Monster Challenge

3. Using
Mobile Augmented Reality (AR) Techonology

4. To
Increase awareness, trial and adoption
for Red Bull’s energy shots amongst the
college-aged youth.

5. And
Engage the target audience in their
space using a cutting edge medium that
leverages their love for all things tech.

6. Because advertising should be a dialogue with the consumer, rather than a monologue

7. How it works
Bus-stop installation consisting of a clear glass panel,
revealing the environment behind the bus-stop.

8. How it works
“Z-Monsters” are augmented onto the backdrop when viewed through
mobile app. Players attempt to zap as many “Z-Monsters” as possible
within the 90-second time limit.

9. How it works
Players compete to beat the high score
at each location (which is displayed using
an LED display on the outside panel of
the bus stop) in order to win a brand new
Alienware Area 51® ALX.

10. How it works
Players reload their Energy Shots by pointing their phone to the inside panel of the bus stop during
the game. This panel also features a Red Bull Energy Shot dispenser. After reaching 500 points,
players receive a QR code which could be scanned at this dispenser to receive a Red Bull Energy Shot.

11. How it works
Using the Red Bull Z-Monster Challenge Facebook Application, players could search for other Z-
Monster spots near them. They can also check out their global ranking for each location, as well
as how they fare against their Facebook friends. They could also challenge their Facebook friends
to beat their score at any location.

12. The Red Bull Z-Monster Challenge