TWO.AM sends crews Back 2 Battle in Red Bull’s Beat Battle.
The fourth installment of Beat Battle, one of Red Bull’s premier South African events, hit the stage on Saturday 31 May at Walter Sisulu Square.
The challenge posed to TWO.AM was to hype up South Africa’s leading dance contest amongst spectators, and recruit the country’s best dance crews into the game.
To give Red Bull Beat Battle a fresh feel, a yearly theme is adopted; this theme runs throughout all of the communications and climaxes at the final event.
This year was no different.
The team conceptualised a new theme that revolved around gaming, the idea was based on the research discovery that gaming is one of the top online activities in South Africa amongst the underground youth culture. An entirely new look and feel was created, including a new logo lock-up and a full revamp of all online assets.
To make sure that fans could play their part, a gamification element was introduced. Fans could access the competition hub, redbullbeatbattle.co.za, on their mobile phones and vote for their favourite Wildcard crew who would then, along with the seven crews selected by the judges, perform at the event final.
On the night, after months of grueling training and a number of elimination rounds; the Jozi based crew, Freeze Frame, stepped-up and stomped-out fellow finalists, Prophelaz, to claim the biggest crown in South African dance.
The gaming theme was amplified further at the final event through the installation of larger-than-life gaming consoles.
The evidence that the concept was well received was in the numbers; a crowd of over 1800 amped-up spectators descended on Walter Sisulu Square to witness the Battle first hand, and over 9600 users registered to use redbullbeatbattle.co.za, the competition hub where voting took place.
“This year’s Red Bull Beat Battle was bigger and bolder than ever and I believe resonated with our audience as it was based on understanding of what works for them. Our agency took these insights and created a fun & unique visual style & theme,” Julia Willcox Digital Specialist- Red Bull