Red Bull is redefining the role of data in its content, overlaying it onto videos to fashion a more dynamic and exciting experience for viewers. While rivals are focused on how data sits behind content, Red Bull wants it at the fore where readings like GPS and biometrics are used to add another, more exciting dimension to posts. From eagle flights visualising altitude to free falls depicting heart rates, the business is testing the method now in the hope of being able to overlay the data on all its videos next year.