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About
Spotify
Proposal idea
Redbull partnered with NABA to engage the gaming community in Italy. The proposal called for a new gaming format for an event in 2025, supported by a 360-degree marketing strategy. Redbull aimed to attract gamers by aligning with its energetic and dynamic brand culture.
Insight - Gamers have lower interaction beyond the digital screen.
Goal - Encourage gamers to explore the real world challenges with the integration of virtual challenges.
By keeping the insight and the goal in mind, we crafted “Lunox” to be the next gaming occasion for gamers to experience a gaming event in a different way. It’s a 24h event. The gamers will face five challenges physically, with the combination of the digital world. We designed the event to explore their skills and foster new connections among participants and its visitors.
The event
The event takes place during the Summer solstice, where the daylight takes over half of the night.
Gamers will accumulate points by completing various physical and digital challenges, both in teams and individually. The final stage will test their endurance as they participate in a continuous 12-hour eSports session.
The event is set to be an annual event during the summer solstice.
Communication strategy
To promote the event, we developed a comprehensive 360-degree marketing campaign strategy, structured around five key phases of the customer journey.
Merchandise