Red Bull intends to ramp up sales by using… augmented reality solution developed by Circ.us. The augmented reality is a racing game for iPhone featuring the enhanced functionality as users may create their own race tracks by arranging and photographing Red Bull cans (of course, it implies that users buy several cans in order to form curved circus with them).

Image: itunes.apple.com

So you arrange several cans on the ground and photograph them with your handheld. This arrangement will be used to create the shape of the race track. Afterwards, you just play a classical racing game based on you very own racetrack. So, as the tagline has it, «You don’t just play the game. You create it».

The game is distributed for free at the Red Bull website. As you can see, Red Bull also tracks user score meaning that you will be able to submit it online at the end of the game.

In this case, augmented reality turns out to be a solution that allows the brand to kill several birds with one stone: Red Bull is attracting more customers by offering a game for free, at the same time it attracts more sales (as the game requires to use enough cans to create the shape of a racing track).