Holy Kaw- look at this

Red Bull have done it again. While most brands are hastily trying to shoehorn some "participation" into their communications (anyone have a bread confession they want to upload? didn't think so), Red Bull are living it. Their events are spot on for their target market, and provide compelling content to be shared online. T-Mobile was a great example of a big brand campaign successfully making itself participatory, but the amazing thing is that Red Bull are doing a "dance" every six months, and it is not costing them the earth.