Red Bull Crashed Ice
Possibly the most exhilarating winter sport concept ever, Red Bull Crashed Ice is an extreme event that brings together the thrill of a downhill race with the aggressiveness of a hockey brawl. Athletes from around the world fight (literally) to make it down the track at speeds in excess of 50mph, all competing for a championship title. This amazing event took place at the world-famous Fenway Park and took hundreds of people, little sleep, and a whole lot of caffeine to pull off.
Managed 4 brand pop-ups at key retail locations to build hype with distribution partners leading up to the event weekend.
Hosted a kickoff party on the Harvard campus to build awareness with college students.
Managed a guerilla style convoy with 14 branded vehicles throughout Boston in a city stopping moment that led into a sampling blitz utilizing 150 student employees giving out 10,000 cans.
Responsible for managing athletes at the start of the track to ensure smooth operations and race timing.
Managed and staged athlete holding area build out, maximizing comfort and efficiency.
Hosted a street party as fans exited the arena, delivering a unique brand experience.
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