Red Bull Miami: 3D Visualization for Virtual Events
When COVID-19 pandemic restrictions halted in-person gatherings, Red Bull faced a critical challenge to their event-driven marketing strategy. Our team developed an innovative virtual event platform that recreated their Miami offices in an immersive 3D environment. Using 3ds Max for architectural visualization and implementing interactive elements, we created a space where participants could navigate through virtual rooms, engage with content, join video conferences, and network with other attendees.
This solution enabled Red Bull to successfully host dozens of virtual events throughout the pandemic, exceeding their marketing KPIs and maintaining their brand presence despite physical restrictions. The project showcased how digital innovation could transform a potential marketing crisis into an opportunity for brand engagement.
The Challenge
During the COVID-19 pandemic, Red Bull faced challenges in organizing events due to restrictions on large gatherings. This created a need for virtual conferences that could capture the energy and interactive nature of their typical in-person experiences.
For a brand built on creating dynamic, immersive experiences, simply switching to standard video calls wasn’t a viable solution. They needed a platform that would maintain the distinctive Red Bull brand identity while enabling meaningful interactions between participants who could no longer gather physically.
The challenge extended beyond the technical aspects of creating a virtual environment – it needed to engage attendees, facilitate natural networking opportunities, and prevent the digital fatigue that had become common with standard video conferencing platforms.
Our Approach
To bring this project to life in a virtual space, it was essential to visualize it using 3ds Max. Leveraging our architectural expertise in creating interior spaces, we meticulously designed every detail of the virtual venue. We worked closely with the Red Bull team in New York to synchronize the overall design of the Virtual Oasis event, ensuring a seamless and immersive experience that authentically represented their brand.
We assembled a team of developers and designers to create an interactive 3D space where users could navigate through virtual rooms resembling Red Bull’s real offices. Participants could complete tasks, watch pre-recorded videos, and participate in Zoom conferences, all within an environment that captured the distinctive Red Bull aesthetic.
The platform was designed to support networking opportunities, allowing attendees to connect with each other despite the physical distance imposed by the pandemic. This approach created more organic interactions than standard video calls could provide.
Technical Solution
Using 3ds Max, our team created detailed 3D models of various spaces within the virtual venue. Each room was thoughtfully designed to serve a specific purpose within the event experience, from welcome areas to presentation spaces, networking lounges, and resource centers.
Here are some of the materials and assets created during the development process, including textures, UV mappings, and other essential components that brought the virtual space to life. These elements were crucial in establishing the realistic yet branded environment that made the platform so engaging for participants.
We carefully selected and integrated artwork into the 3D visualization to elevate the ambiance and add a touch of sophistication to the interior spaces. These visual elements helped reinforce the Miami location and created points of interest throughout the virtual environment.
To enhance the immersive experience for conference participants, we integrated several videos into the virtual spaces. These videos were carefully selected from past conferences, adding a layer of familiarity and depth to the event.
The interactive elements we implemented allowed participants to:
- Navigate freely through different virtual rooms and spaces
- Engage with content through clickable elements
- Join live video discussions with presenters and other attendees
- Access resources and information in a self-directed manner
- Connect with other participants through networking features
Results and Impact
Despite the challenges of hosting offline events, Red Bull successfully organized dozens of virtual events through our platform, not only meeting but exceeding its marketing KPIs and significantly enhancing brand recognition.
The virtual environment allowed them to:
- Maintain consistent brand presence during a period when many competitors struggled to engage their audiences
- Host multiple events without the logistical complications and restrictions of physical gatherings
- Reach participants globally without travel limitations
- Collect valuable data on participant engagement and preferences
- Develop new digital engagement strategies that continued to benefit their marketing efforts even after pandemic restrictions eased
The success of this project demonstrated the potential of immersive virtual environments as marketing tools beyond the immediate pandemic context. By creating a distinctive digital experience that aligned with Red Bull’s innovative brand identity, we helped them transform a potential marketing challenge into an opportunity for digital innovation.
The platform received positive feedback from both the Red Bull team and event participants, who appreciated the unique approach to virtual gatherings at a time when standard video conferences had become monotonous. The ability to move through spaces, discover content, and connect with others in a more natural way created a distinctive experience that reflected Red Bull’s commitment to creating memorable brand interactions, regardless of the medium.
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