Red Bull Soapbox Race comes to Spain! (Pierre)

Dear readers, in 2010, in the small city of Vigo, strange four-wheeled vehicles appeared in the street.  The reason ? A soapbox race organized by Redbull, the famous soda brand. 

Have you already heard about this kind of celebration ? If not, let's do a quick review !

Soapbox races : between childhood and risks

Soapboxes or gravity racers are motorless vehicles. 

In the first place, soapboxes were made with soap crates or rollerskate wheels. Then it comes to be more and more sophisticated (using aluminium for example) but always without a motor, always using the gravity to move.

Driving these machines, drivers can reach a speed of 112 km/h, so when an accident happens it can be really dangerous for drivers and spectators too.

During a soapbox race, everybody can participate as long as the used vehicle matches to the soapbox definition : no motor, no propulsion system and four wheels

Redbull and soapbox races

Some great brands come to  creative sportive and funny events in Spain. Indeed, Redbull organized this special day, it's important for the group image. 

Why? Redbull is an international brand and wants to be seen as such. 

So being present and ruling this kind of events is a part of a real good communication strategy.

Then the impact on people is quite good, let's explain this idea : Spain is a country with a significant number of young inhabitants.

They are Redbull's targets, in fact Redbull, organizing this event, is doing an investisment in the spanish land. The  sponsoring organism depends on this kind of day.

Spanish interests

This kind of special day in the country matters for Spain in the way that it brings people in spanish cities. It contributes in a good way to an improvement of the Spain image : more dynamic, younger. 

In the actual context of crisis (25% of unemployment) , this type of celebration allows people to relax for a while and enjoy the party. 

Moreover, the impact is also economic because when people comes to watch or participate to the soapboxes event. they consume and so they bring money in the country.

To conclude, I can say that this kind of sportive events is obviously a win win situation. Redbull with his image (investment) and Spain with the added economic and social values.

Source (vidéo) : http://www.youtube.com/watch?v=EtkNBLhp58Y