Red Bull Plus Internet Explorer 9 Gives the Web Wings

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If you think Red Bull is just an energy drink, then you haven’t seen the new HTML5-based Red Bull site. It's an immersive browsing experience that delivers rich media in what feels like a desktop application, combining live and recorded content with social networking.

With Internet Explorer 9, you’ll see a beautifully designed collection of video stills and tweets, each of which appears to occupy its own floating layer in your window. As you scroll through the content, these layers glide past and over each other. The more popular tweets seem to float to the top, fully opaque, while others recede translucently into the background.

A custom scrollbar lets you pan through the tweets by and about Red Bull as well as videos that showcase the Red Bullish endurance and energy in an extravaganza of extreme-sporting goodness. To view a video, you click on a captioned still, which pulls it out of the content stream and frames it with player controls, captions, and social networking statistics (how many people have shared it, tweeted about it, "liked" it on Facebook, or commented directly on the Red Bull site), plus thumbnail links to related videos. You can also zoom to full screen with a click of your mouse. What’s more, a slim audio player at the top right of the screen lets you audition podcasts from the Red Bull Academy of Music in London, featuring interviews with leading figures in world and club music.

This immersive interactive experience was designed and developed by Archetype, the team behind the BeatKeep Web application we featured here last week. As Archetype’s CTO Luigi Rosso puts it, the Red Bull site demonstrates "not only the future of the Web, but also the future of applications." And the integration of Internet Explorer 9 with Windows 7 is "an excellent platform for application development, application delivery, and consumption." After spending way too much time consuming Red Bull—the site, that is—I can only agree.

This story, "Red Bull Plus Internet Explorer 9 Gives the Web Wings" was originally published by BrandPost.