While viewing Red Bulls website, there is a link option to click, titled “JUST EPIC,” which sort of defines Red Bull’s marketing approach. It entices one to click it, the word epic makes it seem as if it is a must see. So… we click. And suddenly, we enter a world of 12-year old extreme skateboarders, a world where men skim treetops in something called a wing suit, resembling some type of bad while he screams along to the thrill.
Red Bull focuses on extreme sports and adrenaline-junky stunts. However, one thing that one should definitely take into account is the fact that although the logo is on the suits, there is actually no mention of the drink itself.
In fact, every conference PowerPoint on the future of advertising and marketing seems to mention Red Bull as the “shining example of brand-turned-publisher, what ever future-leaning agency encourages its clients to emulate.” However, nobody really knows the exact science behind Red Bull’s strategy.
Content marketing is the creation of storytelling material that attracts readers, viewers and listeners to a brand. It is not simply an ad on a billboard or a one-page spread in a magazine. It does not have to be a commercial on T.V or the annoying 10-second advertisements that are always before YouTube videos we want to view. Red Bull uses this technique: instead of the commercial, they ARE the show. Instead of being the banner ad, they ARE the feature story. In return for this, people associate good things with the brand.
Red Bull does provide a certain amount of its 5,000 videos and 50,000 photos to users for no charge, however, most of it is professionally high-end enough to be network-ready. It even shows up on the news, from MSNBC to ESPN
Red Bull’s slogan is “we give wings to people and ideas.” In 2011, Red Bull released a feature film, The Art of Flight, which cost nearly $2 million to make, but when it hit ITunes, it ended up on the top of the charts for more than a week. It brought $10 per download.
Red Bull also publishes a magazine called The Red Bulletin, which distributes about 5 million. However, many people wonder if Red Bull is actually succeeding on all fonts. Is its brand strategy adequately promoting not only the drink, but also the collection of cool footage? Is Red Bull selling more this year than last year? It seems that the brand awareness of Red Bull has definitely improved: ten years ago, nobody knew what Red Bull was, and now nearly everyone has at least heard of the brand.
1. O’Brien, James. (2012, December 19). How Red Bull Takes Content Marketing to the Extreme. Retreieved from http://mashable.com/2012/12/19/red-bull-content-marketing/