Reb Bull BC One

Managing Red Bull’s global press office for the world’s largest breakdancing competition at Stade Roland Garros.

The brief

Drive excitement and buzz about breakdancing in the lead up to the Last Chance Cypher and Red Bull BC One World Final 2023, telling the stories of the iconic B-Boys and B-Girls who made the final.

Establish Red Bull BC One World Final as the key reference point for one-on-one competitive breaking and ensure Red Bull media assets are relied upon by the media when reporting about breaking.

Support with two media days on the ground in Paris to announce the 2023 winners, generating awareness and passion for breaking ahead of its debut at the 2024 Paris Olympic Games. 

The approach

We shared a Breaking 101 Fact Sheet to build interest in the media, detailing everything there is to know about breaking and the talented finalists. To introduce the world of breaking to consumers and encourage them to tune into Red Bull TV, we set about building the pre-event momentum through a number of press releases announcing the competitors, delving into the history of hip-hop and explaining how to stream the Last Chance Cypher and final.

After announcing the UK winner to local media, we generated 224 pieces of coverage in the likes of the Independent, Evening Standard and Yahoo! As the global PR hub, we shared a calendar of creative press office ideas for international markets to use for their press outreach before, during and after the competition. 

We acted as the point of contact for all interview requests for the two on-site media days in Paris, organising over 110 interviews with over 50 B-Boys and B-Girls, hosting press from 18 different countries. 

To maintain the momentum built during the event, we used the images from the event to pitch to national picture desks, securing coverage in the Guardian. We continued to offer the media break dancing insight such as post-tournament analysis from the judges and used the approaching PanAm Games to sustain this.

The results

224

Pieces of UK coverage

110

Media interviews coordinated

18

International markets managed

6

Pieces of national UK coverage