When Red Bull launched their new “Editions” cans, the campaign focused heavily on becoming consumers' go-to sidekick for the biggest music festivals of the summer. To that end, we created three distinctive “Playbooks”: succinct-yet-comprehensive on what to see, eat, drink and do along with essential travel logistics–and few fun surprises for good measure.

The Playbooks covered Ultra Music Festival in Miami, Electric Daisy Carnival in Las Vegas and JazzFest in New Orleans, and each was optimized for mobile-first usage to come in the clutch during event. Moreover, each Playbook contained a live feed of Tweets and Instagram posts from festival personalities and attendees.