Red Bull München - Arena Defender
Winner
Excellent Communications Design
Interactive User Experience
Credits
Company / Customer
Details
Red Bull tasked us with creating an immersive stadium experience using cutting-edge technology. Arena Defender is a fast-paced Mixed Reality game played during third breaks. Fans design virtual balls in the Red Bulls app and launch them onto the ice, where four MR players try to defend them. A central portal, lasers, moving targets, and a Pachinko-inspired system add excitement and fairness. Real-time interactions and customization turn fans into active participants. Loyalty points and prize incentives deepen brand connection, creating a unique, emotionally engaging experience that extends beyond the event itself.
The Jury‘s Statement
A key strength of this project lies in its impressive fusion of digital and physical realms. »Arena Defender« stands out with clear, aesthetically concise design and enables an instantly engaging, charismatic interaction for all groups of fans. The precise technical execution, distinctive game concept and multifaceted user participation exemplify how excellent user experience can be realized at a gold-worthy level.
