Each year, more than 500 events in the world are sponsored by Red Bull. They all share the same characteristics: sports records, extreme sensations, great show … Here, the famous slogan ‘’Red Bull gives you wing’’ has never been so consequent. Indeed, on Sunday October 14th of 2012, by sponsoring the stratospheric jump of Felix Baumgartner in which he broke the speed of sound barrier in free fall, the Austrian company founded in 1987 just signed his best marketing move for $50 million in creating a global social media event.
Calling the event ‘’Red Bull Stratos’’, Red Bull keeps spreading an extreme sports imagery and tries to provide excitment and freedom feelings and a ”surpass yourself” way of life to its customers. Moreover, according to Keller’s brand equity model, Red Bull strengthens its brand resonance with a very active brand community and a strong loyalty by involving customers from all around the world in the same time. Indeed, with 35 cameras, the jump was accessible in live on Youtube. Here is a recapitulation of Felix’s jump:
The visibility of the leader brand of energy drinks was at its maximum : 922 000 fans on the facebook page, 188 000 followers on twitter. In adition, around 8 million people watched the livestream, it is the record for the most concurrent live streams on Youtube (the previous record was around 500 000 concurrent streams during the 2012 Olympic games in London). These figures suggest that, currently, consumers tend to prefer content (sharing brand values, emotions…) than traditional advertising.
Red Bull sent a new message to brands all around the world : it is important to create and share contente providing emotions and use all social media channels to share this content. Last but not least, rather than sharing everything all the time, it can be more efficient to broadcast just some content, but that inspire commitment.