Mecenat; patronage is the support, encouragement, privilege, or financial aid that an organization or individual bestows to another. Those companies usually support artist or sports team. Here is one famous company in the world, which supports various kinds of extreme sports activities and other art performance, ‘Red Bull’. Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. The company has been doing Integrated Marketing Communication very successfully.
Red Bull’s slogan is “it gives you wings.” Red Bull’s international marketing campaign targets young men mostly with extreme sports. When you see this commercial, you may know how many kinds of extreme sports that the company sponsors to. These range from mountain biking, BMX, motocross, windsurfing, snowboarding, cliff-diving, skating, freestyle motocross, rally, Formula 1 racing, to breakdancing.
Red Bull also supports specific extreme sports players. Especially, Felix Baumgartner’s(who is sponsored by Red Bull) free fall is live broadcasting throughout all over the world on Youtube and television, on SNS, three hundred thousand of people share the picture of the moment in just 30 minutes. It is very efficient to let many people know about the brand with sports sponsorship marketing, because its slogan and the concept of extreme sports are matched very well.
Red Bull sponsors not only sports but also music festivals and other events. The company shows its image based on creative and powerful passion at many festivals. In Korea, Red Bull was one of representative sponsor at many famous music festivals such as World DJ Festival and Ultra Music Festival(UMF). I went to UMF last year, I could see three-story big Red Bull lounges for VIP. It was so huge, so a lot of people could drink and dance inside there. They could enjoy activities by experiencing interesting facilities and drinks. I think it is very good way to advertise Red Bull drink. At music festival, many people want to enjoy and used up their energy. They don’t want to be exhausted in short time. In this situation, cool energy drink is useful to enjoy the party. Red Bull finds out when and where people want the drink and satisfies people’s needs.
There is another marketing that only Red Bull has been doing is ‘Red Bull Wings’. It’s a kind of viral marketing. ‘Wings’, which is similar to help advertise brand and consist of young women university students, come various festivals and event. They drive cute concept cars and give Red Bull energy drinks to people for free. Because of this promotion, SNS postings about ‘Wings’ can be easily spread and shared by many people in short time.
In an article, it said that Red Bull invests their 30 percent of profit on marketing. The company has been thinking about what would be effective to advertise their brand. Selling energy drink and sponsoring extreme sports team are different matter. However, they combined their product with the slogan and various supporting activities with their creative plans, and became the most famous and bestselling energy drink company.