No Speed, No Game.
Red Bull MOBILE staged lag on live game streams in Saudi Arabia, then restored smooth play under its name, to make its internet speed felt rather than claimed.
- Brand
- Red Bull MOBILE KSA
- Agency
- Interesting Times
- Market
- Saudi Arabia
- Region
- Saudi Arabia
The challenge
Gaming is a big part of life in Saudi Arabia, and slow internet is the quickest way to ruin it. Red Bull MOBILE wanted to prove its speed to gamers, and its case film says ordinary advertising messages weren't enough to do it.
The idea
A 'glitch takeover' of live game streams. Viewers watched a stream lag, its speed drop and the delays become unbearable, until Red Bull MOBILE restored it to smooth, uninterrupted play. Smartifai engineered the takeover on live game-streaming platforms; the case film calls it the first experiential esports and livestream takeover in Saudi Arabia, but doesn't name the platforms or streams used.
Results
- A 40% lift in brand awareness and 1.12 million ad exposures, according to the SMARTIES case film
- The film credits the campaign with a record third quarter, Red Bull MOBILE's highest-revenue quarter of the year; it doesn't say which year
Case study source: MMA SMARTIES KSA Source ↗
Awards
- MMA Smarties KSA 2025KSA - Real Time MarketingGold
- MMA Smarties KSA 2025KSA - Gaming, Gamification & E-SportsBronze
- MMA Smarties KSA 2025KSA - Integrated Ecommerce Innovation & Live StreamingSilver
- MMA SMARTIES MENA 2025: Gold in Integrated E-commerce Innovation & Live Streaming, Silver in Product and / or Service Launch, and Bronzes in Real Time Marketing and Gaming, Gamification & E-Sports
Credits
- Technology partner
- Smartifai
