Red Bull: The Stratosphere Campaign

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The Stratos Jump

In April 2013, US-based Brand Activation Association (BAA) announced the first Brand Brilliance Awards to recognize the most influential and dynamic marketers in the US. The awards were presented in four categories . And in the Game changer category which honored the marketer who changed the industry through a unique approach in marketing, the Red Bull Stratos event by Red Bull Energy Drink emerged as the winner. BAA announced, “The event forever altered the potential of content marketing.” This was one of the several awards that Red Bull and Red Bull Media House won for the ‘Stratos’ or the ‘Stratosphere’ campaign.

Since its inception, the company had followed very different 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 machines they had built. Though it sometimes used traditional media like the television and the radio, the communication was very different and the advertisements were humorous, simple, youthful, and energetic.....

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