Technology makes me smile, especially when it’s paired with one of my favorite subjects: marketing. You probably don’t know that I have a degree in the subject, which makes me uniquely qualified to think I know more than I do about all the communication decisions designed to motivate sales. It also makes me way too likely to geek out over interesting intersections of technology and psychological crowbars designed to extricate the cash from your wallet.
Red Bull has been branching into gaming recently with some good (and not so good branded titles) and interesting sponsorships of pro gaming (like the LAN Seattle event held during PAX Prime 2012). This latest endeavor is a bit different, and makes me want to go and buy some of the Red Bull cans that make it work.
In conjunction with the return of F1 Racing, Red Bull has released a new mobile (iOS and Android) game developed by Something Massive and entitled Red Bull Augmented Racing Reloaded, sequel to last year’s Red Bull Augmented Racing. Not only can players race against the AI and challenge their friends to beat ghost runs, but using a can of Red Bull, they can create their own tracks.
Based on the teaser video, it looks as if you simply hold the can in front of your camera and “draw” your track shape. Once completed, you can share your track with other players. Of course, if you aren’t the creative type, you can play on one of five pre-loaded tracks, including the Circuit of the Americas (the real star of the the U.S. Grand Prix in November).
4-packs of Red Bull, branded for use with the Augmented Racing Reloaded game, are available now.