Red Bull North America, Inc., is part of the truly international company that manufactures the very popular Red Bull energy drink. Their customers are mainly young-teens upward-and hard-driving, trend-setting, and adventurous. There new-hire employees are similar: 20 - 35-year-old males and females.
Red Bull needed to improve IT knowledge among its new hires in order to promote greater efficiency and self-reliance. The company knew this audience was comfortable with online learning, and knew the training needed to be informative and exciting.
The challenge was to convey technical content, such as how to use Red Bull’s intranet, or how to use virus detection programs, in a way that would engage and sustain the attention of this young, mobile, "high-flying" audience and reinforce critical concepts.
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To meet this challenge, LPS worked closely with Red Bull to create the metaphorical "Air Red Bull" airline as the visual and thematic framework for the course. Every course element was tied to this theme including, among other things:
- The interface includes buttons and menus fashioned after common airport signage, such as exit signs and flight attendant assistance emblems, and a course status bar indicating the progress of the "flight"
- The course menu is presented on the back of an airplane window seat, complete with a view of animated flying objects such as birds and other airplanes
- The content is delivered during a Air Red Bull "flight," makes creative use of flight-related analogies such as flight plans and flight checks
Humor, online games, and animation sequences were also kept the audience’s attention and helped them learn key concepts. For example:
- "In Flight Checks" were multiple Choice questions that include appropriately humorous feedback such as "Sorry, no peanuts for you!"
- "Seek and Ye Shall Find Scavenger Hunts" told users to go find an item such as a specific document on Red Bull’s intranet
- Lotus Match Up: Users match up technical terms with their descriptions in Concentration-like game that is randomized each time users come to the screen
- Software simulations: Allow users to practice using the Wiings intranet in simulated setting
Red Bull representatives were very pleased with the resulting training which was well received by the learning audience.
