Archetype designed and developed a rich and compelling HTML5 web experience for Red Bull. The new Red Bull website is an immersive, media-centric experience showcasing Red Bull’s most popular content in a dynamic and freeform user interface. Advanced animations, transitions and user controls allow users to surface additional Red Bull videos and social content, as well as zoom into any media element to view social interactions around the Red Bull community.

Combining social networking data with Red Bull’s compelling video content keeps the most relevant media at the forefront of the experience. Users can also stay up-to-date on the Red Bull community through integrated Twitter feeds from Red Bull athletes as well as the global Red Bull community. In addition to the tweets layer within the interface, the site integrates Red Bull Music Academy Radio feeds and links to Red Bull TV.

Launch

Social Feed Integration

The Red Bull site dynamically surfaces content based on its popularity across Red Bull’s site as well as social networking sites. The number of user comments, tweets, Facebook likes and shares help determine the overall content of the site as well as the placement and sizing of each media element within the interface.

HTML5

Taking advantage of advanced HTML5, SVG, CSS3, scaling, Audio/Video tags and custom font features and functionality, the html5.redbull.com experience raises the bar for interactivity and design in standards based websites.

Integration with the desktop

Taking advantage of new Internet Explorer 9 (IE9) features, users can pin the HTML5 Red Bull website to the taskbar or desktop, providing a custom icon and one-click access into the experience. Right clicking on the icon also reveals another new IE9 feature, the Jump List, where users can view items such as new and featured content without needing to launch the site.