The Weather Channel teams with Red Bull to extend reach off-air and offline

By Natan Edelsburg 

FlugtagCrew_compressedThere is perhaps no savvier brand at content and event marketing than Red Bull. It is no wonder, then, that other brands want to develop partnerships with the drink maker – including TV and media companies. The Weather Channel has been a major innovator in the digital space over the past two years, but this past Saturday, they took this trend off-air and offline, participating in a major way in Red Bull’s five-city Flugtag events.

Here’s what The Weather Channel did to take part:

Live coverage: TWC’ had a crew on site to shoot footage and conduct interviews. They began live coverage from the event starting at 7 a.m.

Celebrity judge: Meteorologist Stephanie Abrams took part as a celebrity judge at the event.

Weather sponsorship: TWC placed “RainWise” personal weather stations at each of the five locations for this national event. Each PWS streamed data directly to the on-site Jumbotron screen at all locations.

Social action: A social team sent forecast updates for Friday and Saturday via social media.

TWC participation: A TWC team took part in the actual event. The company held a design contest for employees to submit their best flying machine designs. The winning employees built the craft and drove it to D.C. for the event.

In case you have never seen it, here’s what the Flugtag is all about: