London, September 2018

The UK team won a brief to drive awareness of Red Bull Drift Shifters, Red Bull’s main motorsports UK project for 2018, with the target of reaching a wider national audience.

Red Bull Drift Shifters, one of the biggest, loudest and most precise motorsport events to ever hit the UK, arrived at Liverpool’s iconic waterfront for the first time. The focus was for motorsports and mainstream media to maximise exposure of Red Bull event activities, whilst raising a powerful awareness that Red Bull gives wings to people and great ideas.

The ambitions:

  • Get the public to engage with drifting in the UK and purchase tickets to the Red Bull Drift Shifters event in August
  • Educate UK audiences on the finer aspects of the sport; emphasising the skills and precision required for drifting
  • Raise awareness of drifting as a sport within mainstream UK media

To help increase the sport’s profile within the UK and attract a more mainstream audience, the team spread awareness of the event and drove ticket sales in the months prior through a number of activities, which included: an event announcement, four driver announcements, a Goodwood media day, a Liverpool media day, course map announcement, driver interviews and ticket giveaways.

This staggered approach put the event on the UK’s radar allowing the team to target specialist media with hands on experience for golden basket titles and build excitement ahead of the event.






To raise awareness of Red Bull Drift Shifters coming to the UK for the first time, we hosted five media and influencers at the Goodwood Festival of Speed. Attendees were given the opportunity to drift around the Goodwood circuit with Mad Mike in his ‘badbul’ Mazda RX8. Five media and influencers were also provided with bespoke GoPro footage of the experience and offered interview opportunities with Mad Mike.

Creating hype for the event, the team took to the city centre of Liverpool with Mad Mike, a month ahead of event day and captured images in front of the iconic Liver Building. We offered media an exclusive opportunity to experience drifting around a closed circuit with Mike. We also provided broadcast opportunities from 7am at the Beatles statue securing a number of interviews with Mike.

On August 19th the world’s top drift racers descended upon the city of Liverpool for Red Bull Drift Shifters; one of the biggest, loudest and most precise motorsport events to ever hit the UK. In the days building up to the event we organised 16 interviews with each of the drivers to help increase awareness of the event and drive ticket sales. On the day itself, we organised an exclusive filming experience, a track walk and exclusive event pit access for wider media. We secured 80 attendees from a range of broadcast, regional, specialist and photography titles, securing 34 interviews over the course of the event weekend.

In total, the team achieved over four times the KPI generating 433 pieces of coverage for this project with a total reach of 448,873,936. Media summarised the team’s sentiment of this project noting: ‘it’s been absolutely amazing from start to finish. Fingers crossed for Red Bull Drift Shifters 2019!’