Red Bull’s “Dance Your Style” HeroMirror AR Experience
How INDE helped transform Red Bull’s “Dance Your Style” international street dance competition with AR technology
YOU DECIDE
Fact Sheet
Client
Red Bull: Dance Your Style interactive digital activation
Location
Various location in the United States of America
AR Setup
HeroMirror Augmented
Reality Kiosks by INDE
Project Type
AR Dance Battle with voting system
Featured Dancers
Rebekah “BEKS” Denegal & Don Soup
Impact
1
Supercharged Fan Experience: Red Bull's HeroMirror kiosks captivate fans to illustrate the excitement of street dancing, enabling them also to vote for their favorites with AR technology.
2
Unique Interactions with Street Dance Stars: AR meet-ups with top street dancers in an extension of the reach of the Dance Your Style event format, boosted the team’s popularity.
3
Engagement Reach: The Red Bull kiosks delivered high quality, engaging interactions to multiple locations - at the same time - with high levels of interaction and social media sharing rates.
4
Memorable Encounters: Designed for shareability, each AR moment left a lasting impression, improving the event's reach.
Experience
Red Bull’s “Dance Your Style” is an international, mixed-style dance competition. The twist to the event is that the crowd decides who wins by voting for their favourite dancer. The Red Bull team approached INDE to create a new way to interact with the Red Bull brand, leveraging its association with this event and street dancing, and bringing it to the forefront of event technology with Augmented Reality.
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Red Bull and HeroMirror by INDE:
The HeroMirror AR kiosks, stationed at multiple locations in the US, allowed fans and potential customers to interact onsite with Beks and Don Soup in Augmented Reality. This unique interaction not only brought fans closer to street dance and its stars but also aligned with Red Bull's vision of bridging the gap between the event location, the athletes and the enthusiastic fan base.
This experience is a new and innovative component of Red Bull's fan engagement strategy to leverage its ground-breaking street dance competition “Dance Your Style”. The HeroMirror AR experience played a significant role, enabling fans to connect with their dance heroes in a safe, innovative manner.
Deliverables
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Deployment in multiple fan engagement locations.
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AR Hardware and Software.
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Custom Branded with featured street dancers.
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Delivered via online dashboard.
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For fans to spread their experiences across social media.
