Red Bull
Tandemkampen
Turning an event into a story people wanted to follow.
The real opportunity wasn't just reaching the crowd on-site. It was extending the experience far beyond the event itself.
Rather than focusing solely on the competition day, Martin Skålander and Simon Abramsson documented the entire journey leading up to the event. Through a series of organic social media activations, they invited their audiences behind the scenes, sharing preparations, challenges, and milestones along the way.
The result was a continuous narrative that gave followers a reason to care about the outcome long before the competition began.
Every piece of content was created in the creators' own style, tailored to their audiences and platforms. Instead of interrupting the experience with branded messaging, Red Bull became a natural part of a story that audiences were already invested in.
By the time Tandemkampen arrived, thousands of followers were already emotionally connected to the journey.
The activation generated significant organic reach across social media, with multiple videos achieving viral traction without any paid media support. During Martin and Simon's competition run alone, more than 270,000 people tuned in to watch the live broadcast, demonstrating the level of anticipation and engagement that had been built throughout the campaign.
Together, Simon Abramsson and Martin Skålander helped extend the lifespan of the event far beyond its physical audience, transforming a one-day activation into weeks of attention, conversation, and community engagement.
Simon abramsson
Martin Skålander
ORGANIC RESULTS:
2.4M+ Total Views
236K+ Total Likes
5.3K+ Comments
11.8K+ Saves
3.3K+ Shares
270K+ Live Viewers During Competition Run
45K+ Event Attendees
ALTR SERVICES IN PROJECT:
Influencer Marketing
Social Strategy
Content Production
Event Activation