red bull community
TRANSCRIPT
RED BULLBRAND COMMUNITY
Clémence Pain Jérôme PEtitprez Marco Pulido Nikita Sorokin
INTRODUCTION
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What is a brand community ?!
« Specialized, non-geographically bound community, based on a structured set of social relationships among admirers of the brand »
« Shared consciousness, rituals, traditions, and a sense of moral responsibility »
Muniz and O’Guinn
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
BRAND
Customer
BRAND
Customer Customer
Main events
Sponsorship & celebrity endorsement
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RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Red Bull Stratos Red Bull Cliff Diving Red Bull Rampage
Red Bull Road Rage Red Bull Romaniacs Red Bull Crashed Ice Red Bull X-Fighters
Red Bull X-Alps Red Bull Air Race Red Bull Flugtag
Red Bull Paper Wings Red Bull Training Grounds
Red Bull sports events Red Bull Art of Motion
Red Bull BC One Red Bull Cold Rush Red Bull Elements
Red Bull US Grand Prix Red Bull Supernatural
Red Bull Soapbox Race …
Celebrity endorsement strategy!
!
!
!
!
• Multi-nationality extreme sports athletes
• Formula 1, Rally, Ski, Snowboard, Surf, Wind surf, Wakeboard, Motocross, Mountain bike, Running, Skateboard, BMX…
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RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Germany USA USA COLOMBIA USA
SPAIN USA BRAZIL SLOVENIA
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RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Why organizing events ?!
• Community management
• Customers awareness and acquisition
• Developing and consolidating the brand image
Why endorsing athletes ?!
• Establishing credibility
• Enabling the audience to easily recall the brand
• Appealing to the masses
word-of-mouth
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The concept!
!
!
• Transmission of a positive marketing message from person to person through conversation or a personal communication
• Getting consumers excited about the product and conveying this excitement to their family and friends
• Trying to get coverage of Red Bull events in the press to encourage consumers to find out more about the product
• Creating interesting stories for people to talk about
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Push Marketing Advertising Consumer
Pull Marketing Word-of-mouth Consumer
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The Red Bull Wings Team!
• Going out and talk to people one-to-one about the product
• Offering a cold can of Red Bull to people in need of energy to demonstrate the product’s qualities
• Fun means to create a personal and positive product experience
• Building consumer interest in the product (becoming the advocates for the brand)
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Goodies & clothes
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A strong derived products marketing strategy
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Tee-shirts Polos
Sweaters Caps
Jackets …
Calendars Posters Watches Glasses
Car models …
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• Increasing consumers loyalty
• Allowing consumers to materialize their attachment to the brand
• Consumers become the ambassadors of the brand
• Keeping Red Bull’s events alive and perpetuating the buzz
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
How does this marketing tool participate to the development of brand community?
Social media communication
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RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Lifestyle
EVENTS
MASS MEDIA
DIGITAL ACTIVITIES
SOCIAL NETWORKS
PROD
UCT
Increase Awareness
REINFORCE Awareness
Cons
umer
RESE
ARCH
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Red Bull media components
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
!!!
Magazines!- Terra Mater
- The Red Bulletin !
Music!- Record label
- Recording Studios
!!!
Films!- Art of Flight
- Factual Studio !
TV programs!- X-fighters
- Dance academy
MASS MEDIA!!!
Online radio!- Music Academy
- Radio !
Web TV!- Red Bull TV - Speedweek
!!!
Mobile apps!- Games
!Websites!
- Content Pool - Sites for specific
campaign
DIGITAL ACTIVITIES
SOCIAL NETWORKS - 50 M followersFacebook - 90 % of the audience
Youtube - Fastest growing Instagram - Most of engagement
Google +!Pinterest!Twitter
Tumblr!Foursquare!
Myspace
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Red Bull Stratos case!
• 8 million live stream views of the event on Youtube
• 30 000 shares of Felix Baumgartner’s safe landing picture on Facebook
• Generating over 215 000 likes in 40 minutes (Over 1 M likes in total)
• 3.2 M tweets on certified hashtags
• 22 000 user posted pictures on Instagram
• Implementation of a live chat in which users could ask questions to the Red Bull team
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
• A constantly evolving marketing strategy to push the brand forward
• Building of a close relationship with its customers
• Social and digital media, at the heart of all of its promotional campaigns
• Use of innovative techniques to reach its audience
• Adaptation of promotional activities to reflect technological and social changes
CONCLUSION
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RED BULL’s BRAND COMMUNITY MSC IMBD 2013
