The success of the red bull stratos project underlines a broad cultural shift in marketing where brands are attempting to improve society, not. Felix baumgartner steps out from his trailer during the final manned flight for red bull stratos in roswell, n. Watch the powerful commercial and the full story of felix baumgartners red bull stratos space jump. Were covering the az list and scoring the marketing buzzwords on a scale of 110. The red bull stratos project broke new frontiers in experimental marketing and earned red bulls marketing team world fame and incredible. Stratos jump when you think of red bull, you may think of their creative tagline, red bull gives you wings. Perhaps the most impressive content marketing stunt that the company pursued has been the sponsorship and leadership role in red bull stratos. Detailed case study of red bull stratos mission from the edge of space. Red bull stratos case study transmedia marketing through storytelling.
Red bull has since become known for its crazy marketing strategies targeting young urban professionals through various sports and entertainment based marketing campaigns. Live updates helped the event really go viral, here are the safely landed. Salesforce digital marketing software allows connect interactions from any. Red bull builds buzz about the product through grassroots, viral marketing tactics, starting with its seeding program that microtargets trendy shops, clubs, bars, and stores. Red bull sent austrian extremesports athlete felix baumgartner above the stratosphere, dominating the world record for highest skydive, launching. Red bull international marketing plan business essay. They recapped the red bull motogp rookies cup and set the stage for the upcoming. The ultimate az marketing buzzwords bible wordstream. The live webcast was distributed through 280 digital. Native transmedia style elements of each platform fit together encouraging consumers to consume the content, share it, become brand evangelists, and buy more red bull. Viral marketingsocial media marketingmobile marketinginternet. Not so certain of your assessment that red bull is likely to go into the red on publicity roi. But sometimes these videos go viral with a purpose,a marketing purpose. Marketing is a field rife with buzzwords some are valuable and have merit, while others make us lmao.
By the end of 2012, the energy drink company had sold over 6 billion dollars worth of product and sponsored countless sports teams, and most notably, the red bull stratos jump. Red bull stratos was exciting, entertaining and engaging content that people wanted to share. Red bull challenges faced by the management decision strategy 6. Red bull gives you wings a marketing phrase which was cemented with a deathdefying free fall by felix baumgartner from 24 miles above the earth. See, on the internet, videos go quote unquote viral. More than 8 million people worldwide watched youtube. See more ideas about viral marketing examples, viral marketing and marketing. Felix baumgartners jump from the stratosphere dubbed the red bull stratos jump was perhaps the mostviewed event of 2012.
Some companies seem to have mastered the art of creating viral marketing campaigns. Red bull stratos jump and social media linkedin slideshare. The experimental marketing campaign that became the world. Combine our social media, content marketing and wordpress courses. Red bull stratos may be the most successful marketing campaign of all time. Tomorrow, red bull stratos, a group of extreme professionals, has carried buzz marketing into the space. Despite red bull s claim that this was not a marketing campaign, the energy drink giant used footage from the stratos project in marketing campaigns in the year to come and a felix baumgartner pov video released about a year after the historymaking jump racked up another 5 million views. Felix baumgartner rose more than 24 miles above the new mexico desert in the 55story ultrathin helium red bull stratos. Red bull didnt see immediate fits in many cases, thus invented events they wanted to be associated with. Red bull over the course of almost 3 decades has slowly positioned itself as. However, red bulls stratos broadcast was entirely built around social media. An effective utilization of marketing communication mix is one of the core sources of competitive advantage for red bull. Today a world record was set for the highest skydiving jump by austrian extreme athlete felix baumgartner.
Red bull stratos worth tens of millions of dollars in. Tv stations, news reports and journalists all referred to the event as red bull stratos rather than shortening it to simply stratos, as is so often done with branded events. In 2005, one of the most successful pr stunts began. Despite red bulls claim that this was not a marketing campaign, the energy drink giant used footage from the stratos project in marketing. Six marketing lessons from red bull stratos campaign. Red bull has even been a sponsor in nascar for several years. The most powerful form of brand marketing is trusted consumer generated messaging. The event was carried on nearly 80 tv stations in 50 countries.
Red bull stratos may change future of marketing huffpost. This one right here says video,but its viral video marketing. See more ideas about felix baumgartner, red bull and speed of sound. Red bull stratos was a collaborative event, with the previous record holder for. The energy drink giant captured the attention and imagination of the entire world.
Red bull stratos the first global social media event. Red bull marketing communication mix researchmethodology. The success of the red bull stratos project underlines a broad cultural shift in marketing where brands are attempting to improve society, not just their bottom lines, writes nicola kemp. Experimental marketing red bull stratos digital mic drop. How red bull turned their content marketing into a media company duration. On october 14, 2012, felix baumgartner executed the.
Is redbull stratos the most extravagant brand marketing campaign. Red bull is very adept at this practice, exemplified by their 2012. These sponsorships communicate to its customers that red bull loves these events as much as they do. Its a red bull market after all the controversial energy drink in the slim little can has a simple but crafty grassroots marketing strategy thats winning hordes of loyal geny fans. Bbc and itv both place program specific hashtags onscreen during shows. What made the red bull stratos jump such a success as a marketing stunt was the fact that it broke records. How red bull stratos successfully soared across social media. Red bull and austrian skydiver and base jumper felix baumgartner began groundwork for a stratospheric freefall planned to exceed. However their recruiting does not happen by red bull themselves, but they makes sure that it is implemented by all of the outsourced activities.
By this measure, red bull stratos established new highs for brand. Is redbull stratos the most extravagant brand marketing. Is redbull stratos the best brand marketing campaign ever. In late november 2009, red bull brought out two new spaces, the red bull illume space, and the red bull beach space featuring the red bull flugtag, both released on the same day. But in that short time frame, not one, not two, but 8 world records were broken, making red bull stratos the most ambitious skydive project ever attempted, with implications far beyond the. One small jump for red bull, one giant leap for business marketing. Red bull is very adept at this practice, exemplified by their 2012 skydiving record as part of their stratos project. This feels a lot like an addon rather than a well thought out strategy and the broadcasters are often ignored. Stratos live consumer reactions to the space jump were overwhelmingly positive, driven by sheer awe 39% b. One of its members, felix baumgartner is about to take an epic jump from the edge of. When it comes to brand marketing campaigns, one of the greatest ever isnt even a campaign at all.
According to its marketing message, red bull gives you wings. The success of the red bull stratos project underlines a broad cultural shift in marketing where brands are attempting to improve society, not just their bottom. Red bull creates better content than you do, heres how. Oct 15, 2012 how red bull stratos successfully soared across social media. Redbull once again raised the bar as we look back to 2012 to marvel at the stratos project. Sometimes viral marketing may go wrong but when it does go right, then the red bull. Create a viral sensation that successfully aligns with the red bull brand. Publicity stunts involve specific feats of awe and amazement, usually sponsored or in partner with a brand. Maybe your next campaign will be the next world record. Red bull energy drink was first sold on the austrian market in 1987.
From this amazing stunt sponsored by red bull, we can take away several key lessons as marketers. Top 20 viral marketing campaigns of all time quertime. Well this year, red bull decided to put that tagline into the hearts and minds of their. These activities lead to videos and images that sometimes become viral. How each platform contributed to the overall narrative. The events are now two fold for red bull, they are. Felix baumgartners jump from the stratosphere dubbed the red bull stratos. A viral internet sensation sponsored by none other than adrenalin junkie energy drink, red bull. About 5 years ago, when a number of other people were attempting to put together a project like this, general. Redbull managed to make the perfect platform for marketing which targeted their key demographic. Red bull first came to the market in 1987 after austrian toothpaste salesman dietrich mateschitz came to thailand and heard about an energy tonic, created. Red bull reached its first foreign markets in 1989 in singapore and in 1992 in hungary. Super bowl xlviii is finally here and gopro has prepared an amazing ad to be broadcast on.
How much do you want to know about red bull marketing. For what may be the coolest viral marketing campaign of all time, red bull sent a man, felix baumgartner, to the edge of space for its stratos project. The event was sponsored by red bull through their red bull stratos project and. Red bulls motorsports channel shares videos, live action, and news from around the world of motorsports.
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