Red Bull TV and TAG Heuer have struck a multi-year collaboration that will see the Swiss Avant-garde watchmaker become the official timekeeper for the global digital TV platform and Red Bull’s live events.
The Red Bull TV integration will support TAG Heuer’s campaign theme, “Don’t Crack Under Pressure” (#dontcrackunderpressure), where people are encouraged to push boundaries, take on challenges and break rules. In addition, the TAG Heuer countdown clock on Red Bull TV will ensure nobody will miss out by tuning in at the wrong time.
The partnership is an extension of the Red Bull Racing partnership, going beyond the visibility provided by the direct association of TAG Heuer with the name of the F1 team across communications, rankings, TV broadcasts, and the traditional branding permanently sported by the team throughout the racing season.
The agreement includes immediate integration into original programming. Personalities featured on Red Bull TV continually innovate the possibilities of their sports and competitions often come down to the fraction of a second. Record setting is in TAG Heuer’s DNA. The company developed the first stopwatch accurate to 1/100 of a second and was the first Swiss watchmaker in space on the wrist of astronaut John Glenn.
Special integrations
Much of the Red Bull TV integration will support TAG Heuer’s campaign theme, “Don’t Crack Under Pressure” (#dontcrackunderpressure), where people are encouraged to push boundaries, take on challenges, and break rules.
TAG Heuer and Red Bull Media House will be collaborating on upcoming content productions. One example is an episode of the production ‘Ride to the Roots’, an emotional and compelling series featuring the highs and lows, triumphs and heartbreaks, people, places and milestones woven into in the personal histories of world class athletes. In the sponsored episode, pro surfer Leonardo Fioravanti recalls how he learned to surf in the wakeless waters of Rome, waiting on his board in the still, late night water, timing the passing of ships, waiting for a wave or two after a big tanker makes a U—turn.
TAG Heuer will also receive immediate brand exposure on Red Bull TV and related digital platforms as viewers count down to watch live coverage of Red Bull Rampage, the world’s toughest freeride mountain bike event. Some of the toughest athletes of the sport will converge in the Utah desert to compete in one of the biggest tests of skill and guts in the world. The prominent TAG Heuer countdown clock on Red Bull TV ensures nobody will miss out by tuning in at the wrong time.
Red Bull TV is a global digital entertainment destination featuring programming that is beyond the ordinary and available anytime, anywhere. Combining live events, an extensive On Demand library, and a ‘best of ‘ stream showing selected highlights that span all programming genres, including live original sports, exclusive music festivals, original series, feature length original films, documentaries and adventure, Red Bull TV offers an engaging viewing experience online at Redbull.TV, as an app, or via your Smart TV.