Red Bull is launching a short-story contest, with the winning entry to be made into the next television advert for the energy brand, with a £500k campaign.
The competition aims to build on the existing cartoon advertising, and will try and spur people on to communicate with the brand by submitting witty short stories based on a twist of myth, tradition or legend.
What is interesting for me is that it is being launched across quite a wide spread of media, which would make sense. But I can’t help feeling that this kind of reflects Red Bull’s desire to be all things to all people, which could be dangerous in an increasingly more competitive market. So how well represented are the audience when they consist of Kiss FM, The Sunday Times and iD?