The 2015 Redbull Crankworx event was the platform to launch several key products. The event brought the mountain bike community together for a week and broadcasted globally by Redbull TV. To encourage brand engagement at the event, Race Face cards were distributed by staff and Whistler Race Face dealers. The campaign’s objective was to promote products and team riders by encouraging the attendees to collect cards for autograph signings or win products if they collect the entire set. In the spirit of Willy Wonka, a hand full of Winner cards were mixed in to encourage people to engage with trading cards and inadvertently promote the brand.