Red Bull: The Stratosphere Campaign

Abstract

The case discusses the Stratosphere campaign of Austria-based energy drink manufacturer Red Bull GmbH. Red Bull was launched in 1987, and as of 2012, it was available in more than 165 countries and sold around 5.2 billion cans. Since its inception, the company followed guerrilla marketing tactics to popularize Red Bull. In 1998, it launched the Red Bull Dolomite Man, an extreme endurance event in kayaking and paragliding. This was followed by events like ‘Flugtag’ where competitors could fly the machines they had built. Red Bull associated itself with extreme sports like biking, skating, and freerunning.

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Issues

The case is structured to achieve the following teaching objectives:

• Understand the marketing strategy of Red Bull
• Study the various benefits and risks involved in the marketing methods adopted by Red Bull.
• Discuss and debate the pros and cons of the Red Bull Stratos event.
• Understand how the Stratos event helped Red Bull.
• See how social media is used to reach the new-age consumers.
• Understand the impact of social media on customer experience

Keywords

Red Bull, Stratosphere Campaign, Stratos, Extreme Sports, Felix Baumgartner, Energy Drinks, Content marketing, Content promotion, Non-traditional marketing, Red Bull Media House, Brand placement, Global exposure, Marketing shift, Social media mentions, Social conversations

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