The energy-drink brand has briefed Hi-Res to develop a website that will act as the online home of The Red Bulletin, the 'nearly independent F1 newspaper' that is distributed at each Grand Prix.
The Red Bull website will provide racing fans with the latest news on the brand's F1 teams - Red Bull Racing and Scuderia Toro Rosso - as well as insider information and exclusive footage from the pits. It will also feature 'track walks' with Red Bull drivers David Coulthard and Mark Webber.
Red Bull has revamped its F1 sponsorship strategy, removing all branding from its cars in favour of allowing racing fans to pay £10 to have their picture appear on the chassis during the forthcoming British Grand Prix. All of the proceeds from the initiative will be donated to Wings for Life, a charity that supports those affected by spinal cord injuries.
The move mirrors a recent initiative by the Honda Racing F1 Team, which has dropped sponsorship logos from its racing cars for this year's Formula One World Championship in favour of an environmental initiative called 'Our car is your car'.
Honda's cars now carry an image of the Earth to align its brand with environmental issues. The Earth image is created by pixels carrying the names of brands and consumers who make a donation to an environmental charity or visit a dedicated microsite and pledge to make a green lifestyle change (Marketing, 28 February).
Earlier this month, Harry Drnec, Red Bull's UK managing director, left the firm to pursue independent business interests after 12 years in the role. Nigel Trood, currently director of off-trade sales, will take up the position.