Red Bull at the Kentucky Oaks & Derby

A branded photo moment for Red Bull on one of the biggest days in American sports.

Derby crowds are dressed to the nines and surrounded by sponsor activations. Red Bull needed a photo moment that matched the energy of its brand and stood out on a day packed with competing experiences.

What We Built

• Client: Red Bull
• Event: The 151st Kentucky Oaks and Derby (2025) and the 152nd (2026), Churchill Downs
• Experience: Our branded portrait experience inside Red Bull's infield bar, built to launch the new Summer Edition, two years running
• Launch microsite: Every guest portrait landed on a launch microsite built to make sharing effortless, so every share became a product-launch ad.

The Result

• Two years, every metric up: The line never stopped either year, and portraits and shares both grew 29% year over year.
• Portraits and shares: 1,536 portraits captured and 2,570 branded shares.
• Reach: 172,993 people reached and 583,225 total impressions, both up 13% year over year.
• Why it worked: The share page was the campaign, with the new can, the launch creative, and one tap to send.