We developed a website to serve as a hub for the project and a platform for content, fostering ideas and encouraging collaborations.

The Brief

Red Bull approached us to create a global hub for their Basement University project - encouraging students to come up with innovative technological solutions for issues that they face on campus by way of a 60 second video pitch. The best were then invited to collaborate with a mentor to develop their ideas and then present them at a Global Workshop in Toronto in December 2019.

Our Approach

This Global hub had a number of key sections including Overview, How it Works, Global Workshop and My Submissions. This evolved throughout the project depending on the project stage, initially allowing users to submit their 60 second pitch videos and also register to attend an event that provided more practical information about the sorts of ideas they were looking to foster. This was followed by a voting phase where all registered users could ‘like’ videos that had been submitted. Finally, the website provided key information about the Global Workshop and the activities across the three day event.

There were a couple of firsts for this website. The pages were fully integrated within the main Red Bull .com website to better drive traffic and ensure the project was a success. We also successfully integrated with their event registration provider and the creation a seamless data flow between us, the provider and Red Bull. This was important as events had a limited number of spaces and once all had been taken, registrations needed to be suspended.

How Did We Do It

Applications

The core pages of the site were made available providing practical information about the sorts of things that students should be submitting, alongside examples from previous years to provide inspiration. These were supported by specific events that took place on campuses around the world. Users were required to sign-up in advance because there were only limited spaces available.

A comprehensive FAQs section was pulled together to help questions that students were likely to have, alongside a really clear roadmap of the different project stages and when they would be occurring.

A site-wide countdown clock alerted students to the end of the application process.

This was supported by Koffeecup’s bespoke CRM system, which was the back bone of previous Red Bull projects. This allowed Student Marketeers, Country Managers and System Admin the ability to manage/author video submissions, edit content and also create events for specific campuses.

Voting

At this stage, the project page was updated to list all the approved submissions received up until the deadline. If you were a registered user, you were able to vote once a day for each of your favourite videos. A range of filters were provided to help users search for videos that interested them particularly. Social sharing links were added to each video to drive conversation but also encourage people to come to the site to vote.

As there were two voting stages depending on country, we devised a clear user journey and associated messaging to make sure people were clear about what they were voting for and when.

The CRM was updated to allow Red Bull oversight of voting for each country and easily track which video was attaining the most votes. It also allowed them to choose the finalists who would move forward to the development phase.

Development Phase

On the project page, an official announcement of the Finalists who will be attending the Global Meeting, but retaining the ability to see all over entries that were submitted.

Global Meeting

The Global Meeting page was updated to provide more information about what was happening each day over the workshop weekend, as well as a link to sign up to be in the audience on the final day.

Post Event

After the Global meeting, the website’s Project page was updated to present the winner including a photo, quote, description and a link to their winning video. A link to a content pool for a full press release was also added.

The bespoke CMS was set-up to allow Red Bull to make changes to the website as soon as the winner was announced without the need for Koffeecup developers to get involved. This has proven incredibly valuable and ensured the website kept pace with the project.

credits

Client Red Bull

Team

Project Manager Rob Murray

Senior UI/UX Designer Alex Bellingham

Junior UX Designer Fiona Brownlie

Senior Backend Developer Radu Cristescu

Senior Front End Maciej Radziszowski

Senior Front End Chris Churn

QA Testing Divya Kumar