Red Bull was the title sponsor of the Spanish MotoGP Grand Prix in Jerez de la Frontera: Gran Premio Red Bull de España 2016.
We were commissioned a series of works to activate the brand both at the circuit itself and in the city of Jerez, and the Burladero was one of the most spectacular.
To activate consumption, we devised a space in the middle of the Pelusse hill (the hottest area of the circuit and with more public influx), where fans who already had their ticket for the hill, could live a spectacular experience through an activation that consisted of the possibility of having a double pass to enjoy the Saturday or Sunday of races in an ephemeral space that we designed and set up "ad hoc" for Red Bull and that we called Burladero.
The public had to buy a Red Bull, received a code that could be checked at the different Check Points around the circuit and if you were the lucky one, you would enter the Burladero where besides having a unique view of the Jerez Circuit in its "ground zero", you would enjoy a good catering, open bar and an exquisite attention during the whole day.
In addition to this, we had a replica of the HONDA HRC team boxes with Marc Marquez's bike and another replica of the ROKKIES CUP box, so that visitors could enjoy a very special Pit-Walk away from the Paddock. The action was a resounding success.
Fitting the structure into this space was a challenge for us. We designed the structure using tubulars, creating a three-storey space totally integrated with the unevenness of the terrain. A challenge that no one had ever done before, and that we were able to fit in after a lot of study and twists and turns.
The result? You only have to see it... A total success for the brand, for the attendees, for the organisation of the Grand Prix and for the Circuit itself. Next year more and better, so..: Long live the Burladero!
The photos are copyright Red Bull and were taken by photographers Sebas Romero and Kuny Diamond.
CustomerRed Bull España SLServiceGeneral Production, Assembly, Activation SponsorshipYear2016Linkhttp://www.redbull.com/es