Red Bull has always based the core of their marketing in sponsorship. Extreme sports has help placed Red Bull as a leader in the energy drink category.
Red Bull is also a large supporter in the new music category and has launched the Red Bull Music Academy, which supports producers, vocalists, DJs, instrumentalists, and all-around musical mavericks from around the globe.
Red Bull approached Cocoon to help activate their sponsorship of the DJ community. The goal was to have Red Bull as an active and helpful part of the community without creating a sense of corporate takeover that the culture would not accept.
The solution was based on an insight that most DJ’s do not play on true DJ tables. Instead they put their equipment on makeshift bar tables that are not the correct height and do not supply adequate storage or power. Another insight that was a key driving factor was that venues were not always dedicated clubs and did not want a large branded table sitting in their space all the time.
We created a Red Bull DJ table.