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...... Red Bull differentiated itself from other canned beverages through a can that was narrower, by using distinct colors, pricing the product high, and attaching a premium tag to the beverage. Thus right from the beginning, it avoided competing with carbonated drinks like Coca-Cola and Pepsi........

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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...........

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..........

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