Taking Energy Drink Branding to the Xtreme

In association with, MEN7, a multiplatform lifestyle and entertainment network, Red Bull, has created a branded entertainment Web series called “DNA of Sport”.

The series will feature 15 Webisodes that show the boundaries that action sports push. It’s going to document extreme athletes performing difficult and daring athletic tricks.

The series doesn’t showcase specific Red Bull products though. Instead, says Darren Chuckry, COO at MEN7, “interactive contextual overlays give viewers the chance to explore the world of actions sports and — hopefully — forge deeper bonds with Red Bull.” These webisodes will also go mobile, being offered for viewing on Sprint and Verizon mobile devices.

It all comes back to the old tube in the end though, because the creators ultimate goal is to have the series picked up for broadcast by a network.

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