Red Bull: The Stratosphere Campaign

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Excerpts

Red Bull was generally acknowledged by marketing experts as a good example of an ordinary product being transformed into a powerful brand through innovative marketing. The emphasis Red Bull placed on marketing was evident from the fact that the company spent around 30 percent of its annual turnover on marketing – much higher than most other beverage manufacturers who spent approximately 10 percent....

Apart from being associated with youngsters, the brand established a connect with sports, as it was marketed as a product that provided energy and stamina. Over the years, Red Bull associated itself with unorganized and unconventional sports apart from conventional sports like football and hockey. It was also involved in creating and marketing new sport events. Through these events, Red Bull promoted its brand and also reached its target audience. The hallmark of the company was its extreme sports and the spirit to create an event rather than merely sponsor it. Analysts said that Red Bull was the first company to create a sport to promote its brand, and this helped it achieve a recognizable presence in the sports market. ......

Since 2005, Red Bull had had an idea that was ready to be converted into a record breaking event through an Austrian skydiver and base jumper – Baumgartner, who was involved in several extreme sports. In 1999, Baumgartner had set a world record for the highest parachute jump and was the first person to sky dive across the English Channel.........

From February 2012, promotional material about the proposed jump began appearing on the websites of Red Bull, and also on its YouTube channel. The company also launched the official Twitter account and a blog which detailed the preparations for the jump. .......

On the day the jump was scheduled, more than 80,000 subscribers joined the YouTube Red Bull channel. The event was live streamed and YouTube reported 8 million concurrent views of the stream. The previous YouTube viewing record was for 500,000 concurrent views, achieved during the London Summer Olympics Games 2012. In its official blog, YouTube quoted, “Today the Red Bull Stratos Mission took Felix Baumgartner to the edge of space and back, and the world tuned in to Red Bull’s YouTube Channel to see it all. At peak, you were watching more than 8 million concurrent livestreams of this mission. We congratulate Felix Baumgartner and the entire Red Bull Stratos team for their successful mission, and for creating a livestream with the most concurrent views ever on YouTube.........

Exhibit I:Red Bull’s Ingredients
Exhibit II:Red Bull Media House

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