All Red Bull sites have the ability to use Wayin to increase social engagement, and we've implemented it in a number of different ways, on Cliff Diving, Red Bull Racing and X-Fighters.
In their own words, "Wayin provides the ability to aggregate, curate, integrate and measure social content and data in real-time allowing companies of all sizes to extend and derive new value from their social marketing and communication efforts."
For Cliff Diving, Wayin is used to surface Instagram posts tagged with the hashtags "#redbullcliffdiving" and "#timetodive" on the Live page (which also contains the RBTV live stream, and the ScribbleLive blog). This widget displays Instagram posts as they are made by users, with limited moderation and interaction by the Cliff Diving editors. Of course, full moderation is possible, so only posts that an editor specifically allows can be shown in the widget.
Here's the Wayin widget on the Live page, showing Instagram posts:
And this is a full-screen view to show it on the page (also showing the RBTV live stream and ScribbleLive blog):
For Cliff Diving, we're only surfacing Instagram posts, but it's possible to also display Facebook and Twitter posts, alongside Instagram. You can also inject, direct into the feed, any other content, such as an image, video or poll.
X-Fighters use Wayin on their Live page, but also display two different feeds on the home page. The first is a single column item displaying a gallery of Instagram images tagged with #xfighters:
The second is a collage of images in a two-column widget; displaying Tweets and Instagram images, from X-Fighters riders and sponsors, ensuring that fresh content is always displayed on the home page:
Red Bull Racing and Toro Rosso use this to great effect with their Walls. The RBWall pulls in content from Twitter, Instagram and Facebook, with a custom header and footer graphic and custom colours:
The Walls are fully moderated, only allowing approved content to be posted; important, as RBR also display their Wall in the garage on large screens during the race weekend for their drivers, mechanics, guests (and TV cameras!) to see.
The STR Wall utilises a similar layout:
The Walls have been a great success, keeping fans engaged on the sites.