What is Red Bull?

• It was created in 1987 and sold by an Austrian company, Red

Bull GmbH

• Its content centers around sports and cultural events and

projects

• By 1992, the product expanded to international markets

• By 2007, Red Bull Media, an organization, was launched to

distribute, collect, and control the Red Bull.

• It is the first and highest selling energy drink in the world

“Red Bull gives you Wings”

Red Bull

without the use of digital media:

• It has a clearly defined personality

• It has a Consumer Centric marketing strategy

• It promotes lifestyle choice rather than a simple, caffeinated drink , by understanding the things that their audience love and enable those activities. – Markets their product by hosting extreme events instead of just

sponsoring (Red Bull Air Race, Red Bull Crashed Ice)

– Sports team ownership (Red Bull Racing, New York Red Bulls)

• Make an online channel/community that would extend the Red Bull brand into a media entity.

• Use Social Media into extremes since extreme is what the brand is all about.

Objectives:

Free-fall from SpaceFelix Baumgartner’s, the first man to break the speed of sound in free fall before parachuting to the ground, on October 14, 2012.

Biggest social strong suitCreate jaw-dropping videos showing how athletes prepare to engage in extreme activities and also takes an actual footage of the event.

Increase of subscribersCrazily increased its subscribers to 87,801 from 2,142 a day

• Red Bull promotes the activities and athletes explicitly and the brand itself implicitly by delivering stunning stunts through the use of texts and pictures.

• The most engaging post was a photo of Felix Baumgartner after landing.

• Other than the likes accumulated by its main account, Red Bull also has a number of dedicated Facebook pages for its other initiatives including the Stratos balloon jump (850,000 fans), X-Fighters (940,000) and its Music Academy (112,000).

Felix Baumgartner ‘Free-fall from space’

Twitter

Generally just tweets out links to images and videos of its sponsored athletes.

Better responds to users on Twitter than on Facebook.

• Covers all of its digital bases with web TV, web radio, online games, newsfeeds and digital databases.

• Also uses the main blog to share captivating messages, photos, and updates.

www.RedBull.com

Applications• The apps gives pretty in-depth look

at some of the most visual content created by Red Bull’s very own media empire.

Results

Nearly 1 billion YouTube views have

been generated from Red Bull content making Red Bull

Media House one of the top five sports

content producers on YouTube globally

In 2011, about 4,083 billion cans were sold throughout the world. From 2011 to 2012 Red Bull's global can sales increased by 12.8 percent to about 5,226 billion, and about 5.387 billion cans sold in 2013.

Today, Red Bull is an energy drink, a media house, a record label, a TV channel, an athletic sponsor, and an event host.

Red Bull is one of the most popular

brands on the world’s largest

social networking site

Insights : • Help and support target group, instead of just selling products.

• Don’t be contended in just traditionally advertising the product. Think outside the box.

• Do not be afraid to make choices and decisions, as long as it was planned thoroughly.

• /www/archive/storage/www/red-bull-stratos-case-study.pdf

• https://econsultancy.com/blog/62178-how-red-bull-uses-facebook-twitter-pinterest-and-google#i.1fpxasr3g1frku

• http://www.academia.edu/7971507/Marketing_Management_and_Strategy_-_Case_Study_Red_Bull

• http://masterinbound.com/item/content-case-study-red-bull.html