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Red Bull Launches Its First Web-Based Augmented Reality Activation, Brings Pro Gamer Ninja to Fans…

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Red Bull Launches Its First Web-Based Augmented Reality Activation, Brings Pro Gamer Ninja to Fans as Interactive Avatar

Press Release


Red Bull is teaming up with agency …and dos Santos to extend its “Win with Ninja” campaign to Germany with its first Web AR experience, which is powered by 8th Wall technology. The Ninja AR Lens allows fans to bring professional gamer Tyler “Ninja” Blevins into their homes, where they can take pictures of the popular streamer and enter into a raffle to win a gaming session with him at Lollapalooza in Chicago in August.

“We are very pleased to be able to implement the first Web AR experience at Red Bull. That’s why this fascinating brand is also ahead of the proverbial nose in terms of AR and promotion,” says Ricardo dos Santos Miquelino, CEO of …and dos Santos, the digital agency behind the activation.

The activation is part of the Win with Ninja campaign, which includes a limited-edition Red Bull can featuring the 27-year-old gaming influencer’s likeness. Ninja is the most followed gamer on Twitch and is best known for streaming Halo, PUBG, Apex Legends and Fortnite: Battle Royale with record-breaking numbers of viewers. He famously streamed with Drake in 2018 and has been recognized as the global athlete with the most social interactions.


The Ninja AR Lens is entirely web-based, meaning anyone can activate it by tapping a button on the Red Bull website, without having to download an app.

“Red Bull’s web-based Ninja AR Lens, produced by agency …and dos Santos and powered by 8th Wall, allows fans to summon an interactive avatar of the gaming star into their own environment, without needing to download an app. The experience is not only instantly accessible to anyone with a smartphone, but it is easily sharable as well,” says Erik Murphy-Chutorian, founder and CEO of 8th Wall.

The Win with Ninja campaign runs until the end of July, and the raffle is accepting entries until June 30th. Experience the Ninja AR Lens and learn more about the sweepstakes by visiting: www.redbull.de/winwithninja.

Media Contact:
Jennifer DeFalco


Red Bull Launches Its First Web-Based Augmented Reality Activation, Brings Pro Gamer Ninja to Fans… was originally published in 8th Wall on Medium, where people are continuing the conversation by highlighting and responding to this story.

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