Red Bull Extreme IMC, Jack Pennington
A marketing strategy that really seems to have changed an entire company and industry is that of the makers of the energy drink, Red Bull. The energy drink is the most popular in the world with sales of more than 4.6 billion cans in 2011. Red Bull has found success by transforming themselves from an energy drink company to a full on extreme sports publishing brand. The company sponsors the world’s largest extreme sports competitions ranging from skiing and snowboarding to motor-sports, wakeboarding and cliff diving. Last year Red Bull received worldwide attention for sponsoring an event where a man skydived from space. See the clip here:
Red Bull has achieved strong success because of its broad and encompassing IMC plan that is aimed at its target market of males aged 18-35. Red Bull utilizes what their marketers call “content marketing.” This means that they convey their message to young adult males by sponsoring and providing content that they think is cool. Besides holding extreme sports competitions, Red Bull also has its hand in art shows, music, and video games. They have hired rappers such as Eminem to represent them. Red Bull also owns close to 15 professional soccer teams throughout the world (including the MLS team New York Red Bulls) who prominently display the company’s logo as the team’s mascot.
Red Bull is a great example of how company’s are changing the way they market themselves. Red Bull has gone from being an energy drink brand to a leader in extreme sports and high profile event sponsorship. By focusing solely on the image of the brand and almost ignoring the drink in its marketing tactics, Red Bull was able to become a cultural icon of the energy drink and extreme sports.
I am personally a big fan of Red Bull because of all that they do for some of my favorite sports snowboarding and skiing. They provided Travis Rice the funding and opportunity to produce “Art of Flight” which is my favorite and one of the best snowboarding movies ever.
Class Blog 1 – James Friedlander
While doing the reading about international marketing and the internet for Tuesday’s class, I couldn’t help but think about the most successful advertising campaign in recent history. On October 14th, 2012, Felix Baumgartner completed a space jump from 23-miles above Earth in front af 8-million live viewers on YouTube. Who was the beneficiary of all of this attention you ask? Red Bull. The energy drink company sponsored the entire event and conveniently place their logo all over the capsule he was in as well as on his suit. While this was a dangerous task, and a big risk for Red Bull, the reward was well worth it in the end.
The event not only captured a live viewing audience of 8-million people on YouTube, it garnered international attention from news stations and websites from around the globe. The 1:30 video seen below has well over 33.5-million views on YouTube, and that’s only 1 of the many videos available on the world wide web. Beyond the live video and international news attention, the event sparked 3 trending hashtags on Twitter: #RedBull, #SpaceJump, and #FelixBaumgartner. This just goes to show how big this event was not only for the man in the suit, but the company that put it all together. Red Bull challenged the ideas of traditional advertising, and they benefitted as a result.
The best part about this campaign, in my opinion, is how versatile it was. The event was a huge success on YouTube and all over the internet while it was happening, but beyond that, Red Bull has been able to use the campaign in more traditional forms advertising on TV, and in print ads. When push comes to shove, Red Bull challenged the ideas of traditional advertising and came up with an event that successfully grabbed international audiences in order to promote their brand and reach an unbelievable number of people from around the world. I have a feeling we will see a number of companies trying to create events similar to this in order to gain the attention of the world, but I will always remember Red Bull for being the one that started it all.
Felix Baumgartner’s Space Jump – Presented by Red Bull
My Blog: The Playbook
LinkedIn: James Friedlander