Red Bull
Revolutions in Sound

Red Bull challenged Kingdom Collective to raise awareness of the 15 Year anniversary of the brand’s global series of workshops and festivals, Red Bull Music Academy, through a key event, Revolutions in Sound. A one-night takeover the London Eye, the event was a celebration of the history of UK Club Culture, with each of the Eye’s 30 pods being hosted by a legendary UK club brand.

We conceived the event’s overarching communications strategy as “the world’s first festival in the sky” and set about leveraging the collective promotional clout of all key stakeholders; club brands, 100+ artists and national media partners.

Over a five-month campaign, Kingdom Collective oversaw all communication; from earned media, to talent and influencer PR, as well as maximizing value from major partnerships with YouTube, Metro and Channel 4.

Key elements included:

• Partnership with Google+ to build and populate a living archive of Club Culture, liaising with club brands, influencers and artists to procure and amplify hero content
• Media launch event featuring panel discussion with Danny Rampling, Bill Brewster and Google’s Kevin Maguire
• Creations of key content for event including RBMA Radio shows and hero film aired in cinema’s nationwide
• Managing all communication through 30 club partners including Fabric, The Warehouse Project, Bugged Out, The Hydra,
  Deviation, FWD, Sub Club and many more
• Overseeing all artist media-facing, including Lily Allen, Richie Hawtin, Rudimental, Mark Ronson, Jackmaster, Katy B and many more
• Setting up and monitoring fan-to-fan social groups for each pod
• Management of media VIP boat on the Thames and facilitating 30+ interviews on the day

Sold out event with blanket PR and social coverage

Key highlights:

• 260 pieces of coverage
• OTS of 254 million impressions (3% featuring Red Bull can)
• BBC London TV feature shot live from the London Eye
• Over 1 million live streams on the night
• Trending on Twitter in London during broadcast