RED BULL | WINGS FOR LIFE

The job

• Optimisation of the online experience Web & App to increase donations and virtual participation
• Define a strategy to grow the global community
• Event based segmentation of communication 
• Shift from content to conversation

Vision & Result

Red Bull Wings for Life (WfL) works in the field of paraplegia, a serious every day and sports injury.
Wings for Life was launched as a series of cosmopolitan running events to create awareness and raise funds. But events are expensive and limited…

The aim was therefore to expand WfL as a virtual movement and to have races take place literally all over the world at the same time – virtually and locally via Wfl events and self-organzing groups. 2becontinued helped with pragmatic approaches to directly improve the online customer journey & conversion. Furthermore, 2becontinued developed a digital community roadmap together with Red Bull, including
digital platforms and an interactive communication approach for more dialogue with and between  participants, fans and athletes, so that the community continues to grow beyond the event.

The number of digital runners via app as well as funds raised increased significantly. The project team had previously launched virtual events such as Nike Human Race, eltonläuft, and Nikeplus Men vs. Women in Europe. The Nikeplus Community and Wings for Life are among the largest brand running communities.