Current Red Bull X-Fighters champion Levi Sherwood is no stranger to a bit of Red Bull branding. Now the freestyle motocross rider has become the branding in a cool new collaboration with the energy drink.
Special Group has created a mobile-first game based on Sherwood, nicknamed ‘Rubber Kid’, to celebrate the nationwide release of his dedicated 473ml Red Bull can. ‘Land it like Levi’ gives fans a chance to control Sherwood’s daredevil antics on the bike, and there are prizes to be won if users can land five, increasingly difficult, levels of Sherwood’s infamous aerial acrobatics.
Players first have to rev Sherwood’s engine to just the right level before he can take off up the ramp. While in the air, players use two arrows to keep the bike steady for seven seconds to reach the landing ramp.
Special worked alongside leading game developers Oddboy to create the engaging 3D mobile experience run through Web-GL.
Executive creative director Tony Bradbourne says the game is a great way for New Zealanders to celebrate Sherwood’s talent. “This guy is at the absolute leading edge of his sport, it’s great to be able to put him in the hands of thousands of Kiwis.”
For those that complete all five levels of safe landings, the daily prizes up for grabs include the opportunity to be helicoptered into Sherwood’s Palmerston North training compound to hang out with Sherwood himself.
The latest interactive stunt from Red Bull reminds us of a clever sponsorship deal they launched in 2015 with the Vodafone Warriors in the shape of a custom-made can. The specially-made Warriors can was the first of its kind for Red Bull, the design based on the Warriors distinctive Pukana face from their jerseys.
The can and the accompanying website were also launched by Special Group.