Red Bull King Of The Air

Red Bull

King Of The Air

Overview

The Red Bull King of the Air (KOTA) is the world’s premiere Big Air kiteboarding event. Each year, 24 of the world’s best descend on Cape Town, South Africa to battle it out in front of crowds of 12,000+ fans. In the past, the judge’s scorecards were purely subjective, making it difficult to truly assess the highest and most radical jump. However, advances in wearable 3D motion tracking devices changed the game.

Strategy

SocioFabrica teamed up with Xensr, the world’s smallest and most advanced wearable 3D motion tracking device, to extend the reach of the event while providing data to the judges. For the first time ever, the jump data of each athlete was immediately relayed to judges.

Solution

SocioFabrica leveraged its in-house social aggregation software, Nicho, to create a competition platform for the Red Bull KOTA and future events. The KOTA site featured videos of top athletes along with the data from each jump. The event marked the first time this data was relayed live to judges while being shared to an online audience.

Results

In the end, Dutchman Kevin Langeree edged out his competition with a jump of 82 feet and hang-time of nearly 10 seconds and was crowned the Red Bull King of the Air. The online destination added value and longevity to the event by extending it into the digital space through sharing, storytelling, and ongoing engagement.