I managed the “Below The Line” (BTL) marketing campaign for Red Bull Music Festival New York 2019. BTL marketing consists of targeted marketing partnerships, such as newsletter blasts from 3rd Party publications and institutions, partnerships with events that enabled us to cross promote the Red Bull Music Festival, collegiate marketing tactics through Red Bull’s student ambassador programs, as well as a modification of the product sampling team (The Red Bull Wings Team) to act as a street team for promotion of the Festival.

The BTL program resulted in over 90 promotional placements, 23,000 digital engagements, 267 partner newsletter sends, and over 250,000 overall impressions. Check out the recap of the full Red Bull Music Festival marketing campaign below, with the BTL wins highlighted in the 3rd image.