Brand Name: Red Bull
Agency/Site Creator: Avenue A | Razorfish
URL: redbull.com

What is unusual and effective about this website?
Redbull.com demonstrates how interactive media combined with the right content can create an immersive brand experience tailored to consumers' lifestyles.

How does the website fit into and complement the overall brand strategy for the company?
The Red Bull brand embodies passion, energy, and performance. Redbull.com reflects the brand by using streaming video and audio to immerse you in an interactive world of skateboarders, motorbike riders, and other extreme sports stars. For example, the Lindsey Kildow Media Collection allows you to make your own Lindsey Kildow movie and send it to a friend. You can even add pre-cut soundtrack effects. The Red Bull juke box allows you to sample music from emerging pop artists-- extreme style, of course.

Bold, loud, and in your face: this is the Red Bull consumer lifestyle. Redbull.com delivers it all.

How would you improve this website?
We are adding new features that extend the experience beyond the website. Soon, you'll be able to download interactive athlete "trading cards" that reside on your desktop. Through an application, Redbull.com will constantly update your trading card with fresh clips and features.

Brand Name: Philips Norelco Body Groom
Agency/Site Creator: Tribal DDB
URL: shaveeverywhere.com

What is unusual and effective about this website?
Shaveeverywhere.com addresses the challenge of introducing a new product and a new category. It uses irreverent humor to communicate the attributes of a personal male grooming product.

How does the website fit into and complement the overall brand strategy for the company?
This is a good example of how an attention-grabbing website can help a company introduce a new product and educate consumers about it. The purpose of shaveeverywhere.com is to describe the features of a new body grooming product designed to help men shave body hair.

The big idea: describe the product through the persona of a smug male who is fixated on talking about the ways the product helps him improve the appearance of his genitalia. He confidently strides out to you and, with a self-satisfied smile, brags about the ways the product has "enhanced" his lifestyle with an obviously exaggerated sense of sexual bravado.

How would you improve this website?
Make it easier to share the experience with friends. Enable people to attach messages, imagery from the site or snippets of video.

Additional resources
iMedia Creative Showcase: Body Grooming