Proposal for Red Bull Japan

A model posing with a car at Red Bull Tokyo Drift

Proposal · Red Bull Tokyo Drift 2027

Model × Car

A contest where models and car owners team up, the crowd decides, and both win.

Start

Photo @smusiata · Instagram

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Models take photos with the registered cars.

They post with #redbulltokyodrift. The public scores them. The best model — and the car she posed with — both win.

Contestants

Registered models, selected before the event, each with a number.

Cars

Registered owners. Their car is the other half of every photo.

Crowd

Instagram and X, plus live voting on the contest site.

A model posing against the fender of a blue Nissan Silvia at the event

Photo @kaede_kamigirl · Instagram

02 / 11

Proof · the 2026 hashtag

No contest. No prize. 701 posts anyway.

701
Public posts
316
Accounts posting
2,401
Photos
208,000+
Likes
653,000+
Views on X
¥0
Paid promotion — all organic

This happened without a contest. Give people a reason and a prize, and it multiplies.

A fan photo from the 2026 event, posted on X

Photo @katitagaribon · X

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How it works

  1. Enter

    Models and car owners apply before the event. Selected contestants get a number.

  2. Event day

    Contestants shoot with any registered car. A hired photographer roams the paddock and shoots every pairing.

  3. Post

    From a public account, with #redbulltokyodrift. The organizer also publishes the photographer's shots on the site and on SNS.

  4. Score

    We scrape every post. Likes, comments and shares count, plus votes cast on the contest website.

  5. Crown

    The leaderboard closes. Winners announced.

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Scoring

One formula, run on every post.

Likes ×1 Comments ×2 Shares ×3 Fan votes ×100

A fan vote is a deliberate act; a like is a thumb-twitch — so one vote on the website is worth a hundred likes. One vote per photo per device, no login. Both organic posts and the official photographer's shots count toward the pair.

See the live demo → Results Vote page

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A model and a car under the event lights

The prizes

Model

¥1,000,000

Example figure

Car owner

A car upgrade of their choice

Wheels, aero, a tune — up to a set budget.

Example

The pair wins together, so models choose cars that photograph well and owners bring their best.

Photo @sumiresour · Instagram

06 / 11

Before the event

Entry

Models

  • A public Instagram or X account
  • A portfolio, or three photos
  • Agreement to the hashtag rules

Car owners

  • Car details and photos
  • A public account — optional
  • The car must attend the event

Selection by Red Bull together with the organizer. Capacity, as an example: 30 models, 60 cars. Every registered car gets a contestant plate.

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The paddock at Red Bull Tokyo Drift

Event day

  • A photographer station, plus a roaming photographer
  • Hashtag cards at every registered car
  • The live leaderboard on a screen
  • Contestants free to shoot with any registered car

Photo @smusiata · Instagram

08 / 11

Already built

This site is the working demo.

Posts are harvested from Instagram and X automatically. An AI filter picks out the posed model-with-car photos, and a human can override any one of its calls on the QA page.

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What Red Bull gets

  • UGC at scaleHundreds of posts and thousands of photos, from accounts nobody had to book.
  • A reason to postEvery car owner and every model in Tokyo's scene now has one.
  • Measurable reachEvery post is scraped and scored. Nothing is guessed.
  • A photo libraryWith every creator credited.
  • A winner storyTwo names and one car to carry the 2027 campaign.
A model posing with a car at the event

Photo @kaede_kamigirl · Instagram

10 / 11

Next steps

  1. Confirm prizes and dates

  2. Open entries

    Eight weeks before the event.

  3. Announce contestants

    Two weeks before.

  4. Event

  5. Winners

    Within seven days.

Prepared for Red Bull Japan · 2027

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