Are you looking for new ways to drive global awareness and leverage key holidays? Are you looking for ways to break the traditional mold of sports marketing?

Red Bull is kicking off the Year 2010 and a new decade of excitement with a New Years Bang that will surely generate watercooler discussion on Monday. Red Bull's "New Year. No Limits." campaign will feature stunt artist Travis Pastrana testing the laws of physics by attempting a 171-foot long distance jump in a rally car.

The stunt, set to take place at the Pine Street Pier in Long Beach, California, will be featured live on ESPN on New Years Eve at 11pm. The stunt will grab the attention of millions of consumers who are turning on their television (or watching at a local bar/establishment where ESPN is always being shown) for some quality New years entertainment.

Red Bull's "New Year. No Limits." festivities demonstrate how a brand can "own" a holiday with a captivating moment in sports, despite a tremendous amount of clutter (traditional New Years Eve coverage, bowl games, anticipation for the NHL Winter Classic, NFL/NBA/NHL, etc.).

ESPN is supporting coverage of the event with mobile text updates for those consumers who will be situated away from the television. To drive anticipation for the event, Red Bull created an incredible microsite (as shown below) that features viral content, live Twitter feed integration, details about the stunt/party information/locale, and additional press.

Check out the microsite and some of the viral pieces below:

Are you looking for new ways to leverage winter sports athlete endorsers? Are you looking to create an unconventional viral campaign?

Over the past year, there was a buzz in the action sports space that Red Bull built a secret half pipe hidden in the mountains of Colorado for Olympian Gold Medalist Shaun White. With no pictures, stories, or first-person accounts, all of the buzz was just speculation... until now.

Red Bull recently unveiled the details behind the project - Project X - through an exclusive site (www.redbullprojectx.com) that provides an insightful look into Shaun White's secret winter experience in the world of Red Bull. The site includes a collection of images, videos, and special tricks that White learned while toying with his own half-pipe in Silverton, Colorado. Not only did Red Bull venture out to build the world's first on-mountain snowboarding foam pit, they captured it all on film for consumers to enjoy. The site features a collection of videos detailing the project, etc. and will continue to drive buzz and interest by releasing Shaun White tricks videos throughout the year (beginning November 3rd).

Red Bull's Project X further demonstrates how the company is "changing the game" when it comes to investing its marketing dollars. While some brands are investing millions of dollars in signage and presenting sponsorships, Red Bull is radically changing, owning, and creating sports properties and unique concepts of its own.

Through the Project X campaign, Red Bull takes athlete partnerships/endorsements to an incredible next level. Both brands (Red Bull, Shaun White) will clearly benefit from the level of intrigue and the "coolness factor" of Project X - something that will help Red Bull score significant exposure leading into the 2010 Winter Olympics in Vancouver.

Red Bull surely invested a large sum of dollars to create Project X, but how much so in comparison to the perceived brand value/buzz they will generate leading into the Olympic Games? For those interested, here are a few details behind what it took to build the secret snowboard getaway:

• 300 man hours were required to build the foam pit
• 250,000 cubic yards of snow were moved to build the secret half-pipe
• 7200 foam blocks were needed to fill the foam pit

Check out the tremendous video Red Bull created for Project X: