Overview

The Red Bull's team wanted to create an amazing experience to elect the best rap punchline of the year.

The idea was to have the most participation to elect the best punchlines among the one selected by Red Bull.

Challenge

1. How to engage the users to answer a long and boring questionnaire and get the most votes?

Solution

After defining the end users, we found that the majority are from Generation Z and 65% use their smartphone to browse the Red Bull site. They are also Rap lovers and know the Red Bull brand.

From that we had to find a way to make the experience simple and enjoyable. The solution was to use a slider embellished with emoji to make the user vote.

The idea of the slider was to take an existing pattern on one of the main social networks: instagram. We therefore replicate this element with the addition of note from 1 to 5.

To encourage the user to finish the questionnaire we have added a progress bar as well as animations to increase the appeal of the site.

The use of swipe gesture was also taken into account as the marketing campaign was mainly on mobile.

Results

For the French edition, the campaign was a success with more than 220k participants in 1 month of activation. Using existing UI patterns can and should be a solution if it has been understood by users.