Objective
The Red Bull Cliff Diving World Series, established in 2009 and created by Red Bull, is an annual international series of cliff-diving events in which a limited number of competitors determine the Cliff Diving World Series winner.
Slingshot Sponsorship and our Norwegian partners BITE AGENCY were given the task of re-structuring the sponsorship platform around the Red Bull Cliff Diving World Championship, in Norway, to source prospective brands that have a natural synergy with high-adrenaline, fast paced events.
Solution
With the Red Bull Diving Championships set to be opened up to female competitors in 2013, Slingshot/BITE saw an opportunity.
Firstly, we secured female sports brand (Kari Traa of Norway) as a principal sponsor of the Red Bull Cliff Diving World Series. With Kari Traa’s endorsement we then approached one of the few female cliff divers worldwide, Anna Bader, who we developed a sponsorship strategy around.
As females jump from 20m (rather than the 27m the men dive from), we managed to create a teaser dive a few days ahead of the event, together with Red Bull’s Orlando Duque, 7 times world champion cliff diver.
Results
As a result, a very organic story was created; with Anna opening the doors to females for next year and Kari Traa gaining fantastic exposure for its female-aimed sports clothing range by endorsing the only woman in a male-dominated event.
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We also secured significant media coverage of the teaser dive:
National TV shown 4 times during 4 evening news broadcasts:
http://www.nrk.no/video/cliffdiving_i_lillesand/3602164D9F50EE1E/
National News Web:
http://www.nrk.no/nyheter/distrikt/sorlandet/1.8231330
And multiple links of five different radio interviews, blogs, Extreme Sport Mags, Cosmopolitan Mag in Print etc etc etc.
In addition we managed to secure a cover story in the leading German Women Sports Magazine, Fit4Fun, which will run both web and lead story on their next issue – a monthly magazine.
Massive Facebook activation pre, during and post the teaserdive on both Red Bull and Kari Traa Facebook/Twitter gave massive returns.
Pre-Event TV airtime (Sommertid)
The day before the event Kari Traa herself was invited to the largest commercial TV channel ( www.tv2.no ) on the biggest evening show speaking about how she found Anna Bader, why she is endorsing her and how it all works together with Red Bull and Extreme Sports… She opened the show and was live for 15 minutes!
During Show
During the event we showed an event clip about Anna Bader, her dive and the story behind it on the 70m2 screen to the audience, Kari Traa was sampling from a boat on shore, which gave the brand was high visibility during the day to the local and international press and the audience present.
Follow Up
Anna Bader will be a part of the Kari Traa Extreme Team, Kari Traa extends cooperations with Red Bull and Kari Traa’s German efforts might very well be based around Anna in 2013.
The video clip of the event and an own-production video will be launched through KariTraa.com and national media in the course of August to match follow ups of Cliff Diving and international exploitations regarding the clothing brand.