With Red Bull currently basking in a supersonic glow due
to yet another death defying, social-media hyping, and more
importantly image-enhancing publicity stunt. We thought we'd take a
look at five brilliant marketing strategies from the energy-drinks
maker and see what inspiration small businesses can gleam from
Red Bull value rises faster than the speed of
On Sunday, Felix Baumgartner plunged 24 miles from space to
earth and became the first human to break the sound barrier without
a machine. Luckily, a Red Bull logo requires the power of sight,
not sound and it was clear to see that Red Bull were the brains
behind this operation. They funded the whole shabang, from the
micro site, to the research, to the £43,600 balloon that
transported Baumgartner into the stratosphere and Red Bull into
conversations all over the world.
The expedition created huge engagement across social media
channels and saw eight million people tune in to watch the flying
Austrian's exploits. While we don't know how much the whole mission
cost, advertising executives are predicting the exposure to be
worth £10m in the UK and as much as £100m worldwide. Which is
massive when you compare that a 2 minute advert on Saturday night's
X-factor would cost £1m alone.
Spend time with your audience
The Red Bull Bulletin is the company's own publication. It
showcases all of its stunts from triple somersaulting cliff divers
to bands and DJ's who are surfing the top of the wave in each of
their scenes. The magazine has built an engaged audience so thirsty
for Red Bull news that it's developed from an industry PR tool, to
a full publication on sale alongside independent and respected
The energy drink has taken this route instead of advertising in
other magazines as it's enabled it to build their own fans and
allows the brand to spend more time with their reader.
Red Bull gives you wings, literally
Red Bull Flugtag is one of the company's most popular events. It
challenges the brave/nuts to design, build and pilot home-made
flying machines off a 30ft high flight deck. Despite some of these
creations looking like they have as much chance of flying as a
Rhino in a helicopter hat, these events enable consumers to get
involved with the brand and live up to the 'Red Bull gives you
wings' strapline. Almost 100 of Flugtag days have taken place
across the globe attracting up to 300,000 spectators for each
event. That's more spectators than could fit into Olympic Stadium,
Wembley and the O2 put together.
Rock out with Red Bull
The Red Bull Music Academy is a series of music workshops and
festivals. It's a platform for the company to invite
potential customers to sell-out gigs and venues, giving them access
to the most sought after artists across the world. These gigs
are another chance for Red Bull to put on fun nights for people and
associate their brand with these great times. No doubt they also
shift a ton of Red Bull to keep the gig goers cool too.
Come on you Red Buuuuuullllllls!
Red Bull owns sports teams. There is the F1 racing team fronted
by Sebastien Vettell and there's the New York Red Bulls challenging
David Beckham's LA Galaxy to be crowned the greatest soccer team in
People support these teams as passionately as someone on the Kop
at Anfield would support Liverpool. It's creating an association
that means not only are these people probably more likely to buy a
can of Red Bull, they are fans of the company. It underlines the
idea of powering enhanced energy in a way that feels exciting,
glamorous and shared with an audience. People fill these stadiums
and are pumped with the feeling of being energised and excited
together, under the banner of Red Bull.
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