Red Bull is much more than an energy drink. Red Bull’s marketing strategy is one of the most effective in the business. The energy drink has invested large sums of money in creating an extreme sport universe that reflects the key messages of the ‘young at heart’ branding.
The many sporting events and projects that are either created or sponsored by Red Bull feature greatly in all aspects of their company. They have built a database of content that thrills its target audience. These feature as slick produced videos that are the epitome of pushing the limit.
Take for example the Red Bull Stratos project where Felix Baumgartner jumped from a hot air balloon and was successful in breaking the sound barrier. It is pretty terrifying viewing.
Red Bull has a Youtube channel that has nearly 5 million subscribers who are treated to some of the most deft defying sports and feats ever seen.
What makes this so interesting is that Red Bull rarely markets the drink, especially the taste. Even the cartoon advertisements feature the drinker making super human feats. These messages of reaching above your potential are replicated in all aspects of the business. The strategy sells an idea and never the product.
Red Bull could never be considered boring. Their videos of superhuman feats are easily shareable by users and easy picking for media outlets looking to fill out the news.
Many businesses could not afford Red Bulls brand investment, but their practices tell many great lessons. By building a large database of online content, they have created a community of brand advocates waiting for the next superhuman feat.
Red Bull is a great example of using a social media platform to build your brand identity.
- Know your audience
- Define your message
- Be creative in your delivery