Mess Marketing

Put 11-13 year old motorcycle prodigies on top of some of the lightest, fastest race bikes made, and just where in the hell do you think’ll they go? They slash through through the asphalt, take corners so tight their knees skim the track, and for hours ride the thin line between in and out of control. And where do they go when they get back? The Red Bull Interactive Branded Environment outfitted by Mess.

A bright red enclosed Red Bull space stands at trackside welcoming the Rookies and the thousands who came out to be with them. Outside, it’s curved to reflect the twists and angles the riders have to continually navigate while keeping their minds clear and their eyes focused. Inside, the story takes another turn.

When you step inside, the space lives. It is updated every minute of every day through digitized posters visually and dramatically capturing the riders’ tosses and turns. There’s a massive wall of digital dashboards that continually up-dates standings and the track positions. The space has constant movement. It interacts. It blends people and technology like they were all born and raised together. It moves. Fast. Like the Red Bull Rookies Cup.

The space is a constant mixture of product and placement. Red Bull is the place and the drink for those who will someday be in the Grand Prix of Motorcycles--and for those whose hearts will ride along with them.