Red Bull strives to put our fans in the spotlight and make them the heroes of our story by enabling opportunities for creative participation. No story exemplifies this better than Red Bull Paper Toss: a curated UGC Instagram story showcasing the best paper toss trick shots from fans all over the world.
The Red Bull Paper Toss story was kicked off with a call-to-action for fans to submit a video of their best paper toss trick shot to be featured on @redbull's global Instagram channel. The story provided clear instructions on criteria and how to participate, and within an hour of announcing the story, @RedBull's DMs were flooded with submissions. The team worked quickly to review every trick shot and narrow them down to 16 to feature on our global Instagram story for 24 hours. The story was so successful that we repackaged it into a VOD asset to live on @redbull's grid forever.
Red Bull Paper Toss was one of Red Bull's most successful UGC activations in 2017, resulting in participation from over 30 countries, more than 700 unique submissions, and upwards of 2MM organic views.