Red Bull hosts Twitter Chess with Grandmaster Tania Sachdev

By Ashee Sharma , afaqs!, New Delhi | In Digital | July 30, 2015
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The energy drink brand organised a virtual game of chess against Grandmaster Tania Sachdev, in which every move by Sachdev was countered by live crowd-sourcing of tweets on the micro-blogging site.

Energy drink brand Red Bull recently hosted a virtual game of chess against Grandmaster Tania Sachdev. For every move by the Red Bull athlete, Sachdev, a counter move was made by crowd-sourcing of tweets on the micro-blogging site, Twitter.

Red Bull athlete Tania Sachdev

The 90-minute gaming session witnessed chess enthusiasts, worldwide, coming together to compete against the Grandmaster. Interestingly, the data available from July 15 to July 22 shows that 82 per cent of the participants were females.

"The activity gave me a chance to interact with a lot of people. Playing the game with non-professionals is completely different and I enjoyed it. It is also a great way to popularise the game," Sachdev said.

Chess champions tweet their moves

The Grandmaster, who seems to be a fan of the brand, adds, "I have been drinking Red Bull with my game for a decade now. It gives me the energy to play long hours."

Gaurav Rane, co founder, Eccentric Engine, the agency behind the campaign, says, "The campaign's objective was to create a platform for chess enthusiasts to interact with Tania Sachdev. What better way to do it than actually challenging her in real time? We got over 2,000 fans across the globe to participate in the event."

Red Bull is a functional beverage providing "wings whenever you need them." In the past, the brand has executed some of the wackiest and interesting campaigns like 'Jump from Space', 'Soap Box Race' and 'The Red Bull School of Indian Physics', for its adventure loving audience.

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