We put Red Bull TV on Xbox 360.

Red Bull is fast becoming a dominant lifestyle brand, and Red Bull Media House is at the forefront of that transformation. Red Bull Media House is a global media company in its own right, with a surprisingly large catalog of digital content distributed via the Red Bull TV video service. Red Bull TV covers a wide range of inspirational programming including cliff diving, freestyle motocross, break dancing, base jumping, and mountain biking. Red Bull TV consists of live event coverage, clips, mini-series, documentaries and biographical motion pictures. Red Bull Media House needed a strategy to surface their content on Microsoft platforms like Xbox 360 so they could reach over 50 million Xbox LIVE subscribers. Ratio needed to present Red Bull's content in a way that reflected the spirit of the brand.

So Ratio went to Santa Monica.

In California we met with the Red Bull Media House content team to understand their challenges and work out the details of designing experiences that leveraged their existing programming and video management systems. Then we created a design that broke the standard UX paradigm for third-party apps on Xbox 360. It’s a lot like the gaming experiences common on Xbox—slicker and smoother than other media players. Then we made it available on Xbox 360. We deployed the Red Bull TV Xbox 360 app using Ratio TV, our Connected TV app framework that helps media companies give users compelling experiences that drive engagement on multiple platforms. Ratio TV also gives them unique monetization features, dynamic navigation, and live programming that delivers content in real-time via integration with an existing CMS. Now an expanding global audience of over 50 million Xbox LIVE subscribers can enjoy the free content they love wherever they go on the devices they prefer. Red Bull Media House can drive engagement, merchandise content, and monetize Red Bull TV through video ads with ongoing costs for management, maintenance, and update that fall well below traditional levels.