Define Your Social Media Goals and Audience
The Red Bull Paper Wings event is the largest paper plane throwing competition in the world and happens once every four years!Red Bull wanted an event website and mobile app as training tool to help build hype for the event and get people engaged in this special event. The app would contain tools to help users practice their paper plane folding abilities and their throwing skills in the three main categories.
Two of the categories - Distance & Airtime - are held as events at a total of 404 Universities across 64 countries. The final category was Aerobatics which required the participant to fly their paper plane in a type of performance involving crazy tricks; this category required an online entry via Instagram using specific hashtags.In addition, the app included an AR component which allowed users to play a fun paper plane AR game containing 30 levels; those who completed all levels were given the chance to win a Red Bull Air Race weekend. If that wasn’t enough, the app also contained personal achievements, a news feed to keep users in the loop on the latest competition updates, and a Team Room ; an exclusive area for finalists of the competition.
Finally, to manage all of the events, an event management system was also part of the requirements in allowing participant tracking from venue check-in to voting and submitting the results to be displayed onto the leaderboard system.
Create a Consistent Brand
Due to the complexity of the competition the first thing to do was create a site map to identify how our pages link together and understand how users are going to navigate around the site. The user could be visiting for various reasons, but the primary reason we have to assume would be to learn more about the competition and get them to compete in an event.
What I love about creating user flows & site maps in this way (borderline low fidelity wireframes) is that it allows me to understand the tempo of the design and how we want to communicate. By sectioning parts off that can then be rearranged I can craft a “voice” of sorts that will build momentum where it needs and encourage user engagement.
Similarly, it was also necessary to map out how to streamline the registration as much as possible which involved other complex factors regarding sign in & account creation.
Engage and Build Relationships
Social media marketing is all about building relationships and connecting with your target audience. One way to do this is to encourage engagement by asking questions, starting conversations and responding to comments or messages. It’s also important to listen to your audience by monitoring mentions, comments, and conversations around your brand and industry. By engaging with your audience, you build trust, authenticity, and can gain valuable insights into what your audience wants from your brand.
Digital marketing has evolved exponentially, and social media has become a critical aspect of any successful marketing strategy. By following these tips, you can harness the power of social media to connect with your audience, enhance your brand awareness, and drive leads and sales. Remember, social media provides a unique opportunity to engage with your audience on a deeper level and build lasting relationships. To unlock the full potential of social media marketing, you need to create a clear strategy, adapt to each platform, build relationships with your audience, and measure your success to refine your approach.
