Redbull Driftshifters in the UK

The UK team won a brief to drive awareness of Red Bull Drift Shifters, Red Bull’s main motorsports UK
project for 2018, with the target of reaching a wider national audience.

Red Bull Drift Shifters, one of the biggest, loudest and
most precise motorsport events to ever hit the UK, arrived
at Liverpool’s iconic waterfront for the first time. The
focus was for motorsports and mainstream media to
maximise exposure of Red Bull event activities, whilst
raising a powerful awareness that Red Bull gives wings to
people and great ideas.

The ambitions:

  • Get the public to engage with drifting in the UK and
    purchase tickets to the Red Bull Drift Shifters event in
  • Educate UK audiences on the finer aspects of the
    sport; emphasising the skills and precision required
    for drifting
  • Raise awareness of drifting as a sport within
    mainstream UK media

To help increase the sport’s profile within the UK
and attract a more mainstream audience, the team
spread awareness of the event and drove ticket sales
in the months prior through a number of activities,
which included: an event announcement, four driver
announcements, a Goodwood media day, a Liverpool
media day, course map announcement, driver interviews
and ticket giveaways.

This staggered approach put the event on the UK’s
radar allowing the team to target specialist media with
hands on experience for golden basket titles and build
excitement ahead of the event.

To raise awareness of Red Bull Drift Shifters coming
to the UK for the first time, we hosted five media and




influencers at the Goodwood Festival of Speed.
Attendees were given the opportunity to drift around
the Goodwoodcircuit with Mad Mike in his ‘badbul’
Mazda RX8. Five media and influencers were also
provided with bespoke GoPro footage of the
experience and offered interview opportunities
with Mad Mike.

Creating hype for the event, the team took to the city
centre of Liverpool with Mad Mike, a month ahead of
event day and captured images in front of the iconic
Liver Building. We offered media an exclusive
opportunity to experience drifting around a
closed circuit with Mike. We also provided broadcast
opportunities from 7am at the Beatles statue securing
a number of interviews with Mike.

On August 19th the world’s top drift racers descended
upon the city of Liverpool for Red Bull Drift Shifters; one
of the biggest, loudest and most precise motorsport
events to ever hit the UK. In the days building up to the
event we organised 16 interviews with each of the drivers
to help increase awareness of the event and drive ticket
sales. On the day itself, we organised an exclusive filming
experience, a track walk and exclusive event pit access
for wider media. We secured 80 attendees from a range
of broadcast, regional, specialist and photography
titles, securing 34 interviews over the course of the event

In total, the team achieved over four times the KPI
generating 433 pieces of coverage for this project
with a total reach of 448,873,936. Media summarised
the team’s sentiment of this project noting: ‘it’s been
absolutely amazing from start to finish. Fingers
crossed for Red Bull Drift Shifters 2019!’