red bull stratos campaign case study

The Brand Hopper

All Brand Stories At One Place

A Case Study on Red Bull: “Stratos” Campaign

A Case Study on Red Bull: “Stratos” Campaign 7 min read

In the realm of marketing and adventure, few campaigns have achieved the level of notoriety and awe-inspiring impact as the Red Bull Stratos campaign. Red Bull, renowned for its daring and groundbreaking marketing strategies, orchestrated a truly unprecedented event that not only pushed the boundaries of human achievement but also marked a significant milestone in the annals of scientific exploration. At the heart of this campaign was Austrian daredevil Felix Baumgartner , a fearless individual chosen to undertake a skydiving project that would etch his name into history.

Red Bull Stratos was not just a conventional marketing ploy; it embodied words like dangerous, groundbreaking, earth-shattering, daring, and courageous. Conceived by the energy drink company, the campaign aimed to surpass records by orchestrating the highest-altitude jump ever attempted. On October 14, 2012, Felix Baumgartner ascended 24 miles into the stratosphere above New Mexico, suspended by a helium balloon, before taking a free fall that would test the limits of human courage and scientific understanding. During this breathtaking descent, Baumgartner not only shattered records but also achieved the remarkable feat of breaking the sound barrier without the aid of any engine power.

The live broadcast of this audacious endeavor marked a pivotal moment in the history of global social media events. Red Bull, leveraging its sponsorship of the jump, strategically utilized social media platforms to showcase the magnitude of its reach. This was not just a promotional stunt; it was a calculated move to demonstrate the company’s prowess and ability to make significant strides in the exploration of Earth’s outer layers. The campaign not only served as a testament to human resilience and courage but also contributed to human, medical, and scientific interests by advancing our understanding of the outer reaches of the Earth’s atmosphere. In essence, the Red Bull Stratos campaign transcended traditional marketing boundaries, leaving an indelible mark on both the commercial and scientific landscapes.

Campaign Elements – Social Media will never be the same again

The Red Bull Stratos campaign left an indelible mark on the landscape of brand engagement and social media reach, transforming the event into more than a mere promotional stunt. At its core, Stratos served as a unique community within the larger Red Bull brand , uniting individuals worldwide in their shared passion for witnessing daring feats and memorable moments that defy the ordinary.

YouTube emerged as the primary battleground for the campaign’s social media conquest. The live stream of the event shattered records, with a staggering peak of over 8 million concurrent viewers , surpassing the previous benchmark set during the 2012 Summer Olympics. Red Bull’s adept use of YouTube extended beyond the Stratos event, with the brand consistently posting adrenaline-fueled content, from dirt bike stunts to snowmobile tricks and the iconic Harlem Shake skydiving edition. This strategy catered to their niche yet diverse audience, predominantly comprised of high-energy young adults and teens with a penchant for motor sports, winter sports, skateboarding, and biking—an alignment that resonates with Red Bull’s overall brand identity.

Facebook and Twitter played pivotal roles in amplifying the Stratos narrative , each platform having its dedicated Stratos accounts. These platforms maintained a consistent target audience aligned with the broader Red Bull brand, primarily catering to males aged 18 to 34. The separation of Stratos accounts from the general Red Bull brand was strategically crucial, highlighting the campaign’s distinct mission: “Red Bull Stratos will attempt to make history and deliver valuable learnings for medical and scientific advancement that will aid the exploration of space in future years,” as articulated on its Facebook page. On Twitter, the slogan “Mission To The Edge of Space” underscored the campaign’s unique objective compared to Red Bull’s conventional “Gives You Wings” commercials.

The content shared on these platforms transcended the event itself, offering glimpses into the behind-the-scenes intricacies, interviews with Felix Baumgartner, and snapshots from Stratos museum exhibits. This multifaceted approach not only sustained engagement but also showcased the campaign’s commitment to transparency and its broader impact on medical and scientific advancement, cementing Red Bull Stratos as more than a marketing triumph—it was a cultural phenomenon that resonated across platforms, fostering a sense of community and anticipation for the next daring leap into the unknown.

Results of the campaign

The Red Bull Stratos campaign stands as a testament to the power of strategic social media engagement, with success concentrated in a condensed timeframe that encapsulated the days leading up to the jump, the jump itself, and the aftermath.

YouTube served as a significant battleground for Red Bull’s social media triumph. The campaign triggered a substantial surge in subscribers, with an average daily growth of 2,142 subscribers, as reported by Socialbakers. Notably, the day of the jump witnessed the most significant spike, attracting a staggering 87,801 new subscribers. This surge catapulted Red Bull’s YouTube channel to a total subscriber count of 10.5 million, showcasing the campaign’s profound impact on expanding the brand’s online community.

Red Bull YouTube Subs growth over the campaign period

On Facebook, Red Bull Stratos’ dedicated page experienced remarkable interactions on October 14, recording over 900,000 interactions and 83,000 shares . A standout post, illustrated in Figure 4, garnered nearly 460,000 likes, 18,000 comments, and 44,000 shares, solidifying its position as the most interacted-with post. Socialbakers’ analysis of reach and engagement suggested that this post could have reached tens of millions of people worldwide, underlining the campaign’s global resonance.

The Twitter front echoed the success seen on other platforms, with over 20,000 mentions in a two-day period . Crucially, the official Red Bull Twitter account did not experience a parallel surge, highlighting the distinctive impact of the Stratos account and its 127,000 followers specifically dedicated to the campaign.

The key to social media engagement lay in the campaign’s narrative specifics. Posts concerning the jump’s particulars, including delays, Felix Baumgartner’s preparation, and his safe landing, drew the highest levels of engagement across platforms. This nuanced approach to content creation not only capitalized on the audience’s anticipation but also cemented the Stratos campaign as a captivating success in the digital realm. In essence, Red Bull Stratos not only broke records in the stratosphere but also soared to new heights in the digital sphere, leaving an enduring mark on the brand’s online presence.

Concluding..

In the annals of marketing triumphs, the Red Bull Stratos campaign stands tall as a resounding success, achieving its scientific, marketing, and social media objectives with unparalleled flair. This endeavor, designed to break barriers and redefine the brand’s identity, emerged as a testament to Red Bull’s prowess beyond merely selling energy drinks.

The campaign not only shattered the sound barrier but also left a mark on social media records. With over 8 million simultaneous viewers and millions more engaging across various platforms, Red Bull Stratos set new standards in the digital realm. The event garnered coverage from 40 TV network stations and 130 digital outlets , while a single Facebook post reached over 2 million people within 40 minutes of Felix Baumgartner’s ground landing . Online conversations worldwide were dominated by Baumgartner, Red Bull, and the Stratos Mission, capturing 54% on Twitter, 26% on Facebook, 6% on blog sites, and 14% on other video platforms.

This triumphant campaign offers valuable lessons for future marketers and those embarking on social media endeavors. Firstly, the power of awe-inspiring and daring content cannot be understated. Red Bull’s ability to create and showcase something extraordinary captivated audiences globally. Moreover, the campaign demonstrated the importance of thinking outside the conventional marketing box, aligning brand values meticulously, and going beyond traditional advertising norms.

Harnessing the potential of social media was a pivotal strategy. Red Bull understood that in the age of interconnectedness, people yearn to be part of something significant. By leveraging popular hashtags like #livejump and #stratos, the brand ensured prolonged engagement, turning a one-time event into a lasting conversation. The campaign’s success also underscores the importance of proactively driving engagement, not merely waiting for it to happen organically. Red Bull took charge of the narrative, providing a platform for the public to discuss and share their experiences.

At the heart of it all was the content. Red Bull Stratos demonstrated the essence of effective social media campaigns — diverse, shareable, and creatively presented content. This campaign didn’t just reach for the stars; it went to the moon and back, leaving an enduring legacy that future marketers can draw inspiration from. In the intersection of daring feats, scientific breakthroughs, and digital dominance, Red Bull Stratos emerged not just as a campaign but as a cultural phenomenon, transcending expectations and setting a new benchmark for excellence in marketing and engagement.

Also Read: A Case Study on Budweiser: “Wassup?” Brand Campaign

To read more content like this, subscribe to our newsletter

The Rise and Fall of the Apple iCar: A $10 Billion Failure

A case study on the “got milk” campaign, a case study of doritos locos tacos campaign: taco bell & doritos co-branding.

Terms and Conditions

Sprinklr Service

Sprinklr Social

Works Best With

Sprinklr Insights

Sprinklr Marketing

Marketing Teams

Customer Service Teams

Unified-CXM
Customers Customer Stories Sprinklr Champions Sprinklr Community
Company Our Story Leadership Newsroom Partners Careers Culture & Talent Investor Relations Security & Data Privacy Sustainability
Resources Learn Services Support CX-WISE Podcast Analyst Reports Product Demo Days eBooks & Reports Events & Webinars Blog Unified-CXM Guide Our Services Training For Agencies Help Center Release Notes Contact Us
Platform & Technology
Customer Service
Marketing & Advertising
Research & Insights
Social Media Management
Customer Stories
Announcements
Culture & Talent

7 Social Insights from the Red Bull Stratos Marketing Campaign

January 19, 2021 • 6 min read

Share this Article

To understand Red Bull Stratos we must acknowledge that at its core this whole experiment was a commercial endeavor. The real objective was to make every person in the world love Red Bull. Only time will tell if Red Bull sales increase commensurate to the Red Bull Stratos marketing spectacle, but we can already see the brand impact of this campaign using the big data processing power of our Social Performance and Campaign Performance Monitor tools .

The answer is that this Red Bull marketing campaign was not only unprecedented scientifically, it was also unprecedented from a brand marketing perspective. Red Bull Stratos is the clearest example we’ve ever seen of the new wave of advocacy driven brand marketing that we call Engagement@Scale. Here is what we learned from Red Bull’s marketing campaign:

Download the guide for conquering the sprinklr marketing landscape

There has never been a social marketing campaign like Stratos

Stratos campaign engagement transcends ‘plus 1’ or ‘like’, red bull stratos’ brand impact was priceless, social marketing campaign conclusion.

Our Social Performance and Campaign Monitor tools are built upon the most cutting edge big data technology in the world. They simultaneously track the activity of 30,000 brands and 100,000,000 social accounts across every major social platform every 15 minutes every day, but the level of activity associated with this campaign exceeded anything we’ve ever seen. From a vanity metric perspective alone, the campaign was astounding:

Fact 1: 2,000,000 unique consumer actions

There were more than 2,000,000 specifically identifiable consumer actions associated with Red Bull Stratos. Half of those actions (1,000,000 unique consumer actions!) occurred on the day of the jump.

Fact 2: 1,000,000 distinct Stratos participants

1,000,000 distinct user accounts contributed to the social conversation surrounding Red Bull Stratos. If you subscribe to the traditional model that for every 1 person creating content, there are 90 more lurking around and reading it, that suggests an audience of at least 90,000,000 following the campaign.

Fact 3: 2,000,000 new subscribers acquired

2,000,000 new accounts subscribed for Red Bull updates across all brand presences in the space of 15 days. These are engaged and interested subscribers, not ones acquired through display advertising or by gating a piece of content, and are a high quality audience that Red Bull can now directly interact with for months and years to come.

There were huge amounts of activity associated with Red Bull Stratos, but more importantly that activity indicated a high level of quality engagement that is quite unusual. Frequently, marketing campaigns are dominated by simple ‘likes’ or neutral commentary from the masses, but Red Bull Stratos was unequivocally positive and elicited meaningful interaction from people around the world.

Fact 4: 820,000 pieces of extremely positive content created

82% of the peak consumer activity associated with Red Bull was unequivocally positive (what we call ‘very positive signal’). On a base of 1,000,000 consumer actions that means there were approximately 820,000 pieces of Red Bull related consumer media that were unequivocally positive. To provide some context on this number in the exact same time period the next best performer was Starbucks with approximately 25% very positive signal.

Fact 5: 400% increase over average length of consumer engagement

Consumer posts and updates created throughout Stratos were not only positive, but they increased in length by more than 400% from standard engagement and only got longer over time. Length of a consumer generated post is a proxy for time and interest in a topic, so this kind of increase is a huge indicator for the depth of engagement within the Stratos audience. People were not just hitting the retweet or like button on status updates. They were actively participating in the world’s largest watercooler conversation.

Fact 6: 50,000 distinct links shared

Red Bull’s marketing stunt remained at the heart of the discussion from start to finish. Dachis Group tracked more than 50,000 distinct links shared in the context of the Stratos campaign. But every one of the top 10 pointed to a Red Bull or Red Bull Stratos digital channel. This is a marketers dream. Stratos didn’t just feature Felix Baumgartner and a fall through the sky, it featured Red Bull branding in the context of nearly every comment or interaction at a massive scale.

The most powerful form of brand marketing is trusted consumer generated messaging. By this measure, Red Bull Stratos established new highs for brand marketing in every way.

Fact 7: 61,634,000 trusted impressions generated

Stratos conversation generated more than 61,634,000 likely impressions across social channels. That means Red Bull garnered more than 60 million instances of peer-validated earned media through social as a result of Stratos.

Marketing has transitioned from a world of broadcast marketing to a world of peer to peer interaction. The future of brand marketing in digital and mobile channels is driven by trusted brand-related engagement (advocacy). Advocacy platforms are now the best way to create purchase intent for brand marketers. The challenge has been to generate advocacy in a scalable way since you can’t just throw money at the problem like you can with broadcast advertising.

Through this lens Red Bull has done something remarkable with Stratos. They’ve created a mass advocacy campaign built on top of more than 60 million trusted consumer impressions – 82% of which were unequivocally positive. It is impossible to achieve this goal with a television advertisement or any other broadcast medium. You can buy impressions, but you can’t buy trust. No company has ever triggered brand advocacy at this scale and short of a similar flawlessly executed spectacle on this scale, it’s unclear that it will ever happen again. In that sense, Red Bull Stratos was a priceless brand experience that will almost certainly impact Red Bull’s business performance in a significant way.

Campaign and Case Study Methodology:

At Dachis Group, we focus on brand outcomes because we know that earned media generated online has a real impact on purchase intent and purchase incidence. Our Social Business Index tracks 30,0000 of the worlds largest brands across more than 100,000,000 social accounts and captures all consumer activity associated with those accounts. In addition, our campaign performance and media monitoring tool can identify interactions that occur around brand generated content or brand-related topics. As a result we have access to a clean, brand-oriented data set that tells us the real brand impact of social marketing campaigns.

This post was authored using data provided by Ray Renteria from Dachis Group’s Social Business Intelligence platform.

Get the Sprinklr Marketing Strategic Handbook

Red Bull Stratos (2012) Campaign Case Study

Maximum Impact
September 28, 2023

The Red Bull Stratos project, which took place in 2012, was a groundbreaking and widely publicized mission that featured Austrian skydiver Felix Baumgartner attempting a record-breaking freefall from the stratosphere. This case study examines the key elements of the Red Bull Stratos project and its impact on the Red Bull brand.

The primary objective of the Red Bull Stratos project was to break multiple records, including the highest freefall jump, the first person to break the speed of sound in freefall, and the highest manned balloon flight.

Key Elements of the Campaign:

Partnership with Felix Baumgartner : Red Bull collaborated with Austrian skydiver Felix Baumgartner, known for his daring feats, to undertake the mission. This partnership added credibility and excitement to the project.

High-Quality Content Creation : The entire mission, from preparation to the jump itself, was documented with high-quality video and photography. This content was used for promotional purposes and played a crucial role in engaging the audience.

Live Streaming : The jump was live-streamed on the internet, allowing millions of people around the world to witness the event in real-time. The live stream was made available on YouTube, Red Bull’s website, and various media outlets.

Social Media Engagement : Red Bull engaged with its audience through various social media platforms, providing updates, behind-the-scenes content, and opportunities for interaction. This helped build excitement and anticipation.

Public Relations : Red Bull employed a strategic public relations campaign to generate media coverage and interest in the event. Major news outlets covered the story extensively.

Branding Integration : Red Bull’s branding was prominently featured on Baumgartner’s suit, the capsule, and the balloon. This ensured that the Red Bull logo was visible throughout the event.

Results and Impact:

1. Live Streaming Audience :

Over 8 million concurrent viewers on YouTube during the live stream.
This made it one of the most-watched live events in YouTube’s history.

2. Online Engagement :

The live stream generated more than 52 million views on YouTube within the first 24 hours.
Red Bull’s website also received millions of visits, with viewers accessing additional content and information about the mission.

3. Social Media Impact :

The mission generated massive engagement on social media platforms, with millions of mentions and discussions.
Red Bull’s social media channels experienced significant growth in followers and engagement during the campaign.

4. PR and Media Coverage :

The event received extensive coverage in major news outlets and media worldwide.
It was featured in newspapers, magazines, television news, and online media, resulting in millions of media impressions.

5. Brand Visibility :

Red Bull’s branding was prominently featured on Felix Baumgartner’s suit, the capsule, and the balloon.
This ensured that the Red Bull logo was visible throughout the event, reinforcing brand association with extreme sports and adventure.

6. Cultural Impact :

The Red Bull Stratos project became a cultural sensation, sparking discussions about human achievement, science, and exploration.
It was referenced in various forms of media and became a topic of conversation globally.

7. YouTube Records :

The live stream set a record for the highest concurrent views on YouTube.
The jump also led to increased subscriptions and viewership on Red Bull’s YouTube channel.

8. Long-Term Branding :

The project strengthened Red Bull’s position as a brand associated with extreme sports and pushing the limits of human potential.
It solidified Red Bull’s reputation as a company that supports daring and adventurous endeavors.

In conclusion, the Red Bull Stratos project was a remarkable example of experiential marketing and content-driven digital marketing. It showcased how a brand could leverage a daring and record-breaking event to engage a massive global audience, strengthen brand identity, and create a lasting cultural impact. It remains a benchmark for successful brand activation and marketing through extraordinary feats.

Blog Categories

Digital Marketing
Business Development
Artificial Intelligence
Digital Reputation
Content Marketing
Digital Trends

Pepsi Challenge Marketing Case Study

Nike’s “Just Do It” (1988) Marketing Campaign Case Study

Coca-Cola’s “Share a Coke” Campaign Case Study

How Red Bull Creates Brand Buzz

David Aaker

The value of creative, edgy, and on-brand sponsorships.

On Sunday October 14, Felix Baumgartner rose more than 24 miles above the New Mexico desert in the 55-story ultra-thin helium “ Red Bull Stratos ” balloon, jumped off, and reached 830 mph during a 9 minute fall, setting records for both the height of the jump and the speed of descent. It was a Red Bull event and about 8 million of us watched it as it was happening. The post-event pictures on Facebook got nearly 216,000 likes and 30,000 shares in less than 40 minutes, and another 32 million-plus have seen the YouTube account since.

DA David Aaker is Professor Emeritus at UC Berkeley and the vice chairman of Prophet

Partner Center

Red Bull Stratos Case Study

by Ellie Johnson

Section I: Situational Analysis/Introduction Red Bull Stratos was a public relations campaign and publicity stunt in which Felix Baumgartner made the world’s biggest jump. The mission entailed Baumgartner floating in a pressurized capsule to 120,000 feet and jumping. After jumping he fell to the earth at supersonic speeds, faster than the speed of sound, until he reached the stratosphere. Here he reached the altitude in which planes fly and the barometric pressure acted as a brake slowing his descent. He eventually made his way to the earth and landed safely. Now, what makes this stunt even more unbelievable? The answer: the entire world was watching. This stunt was broadcasted all over the world and spoken about for weeks, even months following the jump. According to the company the point of the jump was not to break world records, but rather to provide valuable data and research for future space exploration. While gathering this information Red Bull also happened to gain worldwide attention and media coverage. This stunt seems a bit extreme and on first glance it appeared to be public relations genius, but as we continued our research we concluded that the motives behind the stunt were vague and perhaps the company missed a number or opportunities to educate publics. Where the stunt appeared to succeed was in garnering a large amount of publicity, but our questions and doubt with the stunt stem from the vague background and lack of key “why” details. The stunt was obviously a success in presenting the adventurous and daring theme that Red Bull tends to stick to. When people are investing in an energy drink they are looking for something that will provide them with extra energy and drive. What better to motivate someone to buy his or her energy-boosting product, than to display a man covered in a company logo jumping from space? Young men admiring the incredible, fearless man want to buy something that will help them appear daring and adventurous. Older men are exploring outlets for indulging their midlife crises and look to Red Bull to give them the energy they need to feel young and

adventurous again. There are so many audiences that were not only intrigued by this outrageous stunt, but also extremely motivated to buy this energy drink. While many companies employ this technique of a staged media stunt few have been quite as outrageous and risky as Red Bull’s Stratos. The success of this campaign was greatly due to word of mouth and social media coverage. An event this big had to be shared and talked about prior to the event actually taking place. Blogs, social media outlets and eventually major worldwide publications were talking about the event and it gained major attention and public approval. We found ourselves wondering why did the public give their approval? Were people simply following the crowd, intrigued by the sheer outrageousness of the event, or impressed at the undertaking? Because from what we could determine there is no true basis for buying Red Bull. This is not to say that we are presenting this as a negative example, but we are confused at the vague presentation of the campaign. It is definitely an exciting idea, but what was the point beyond just publicity. The company said “scientific research for future generations,” but the question still remains what was the true motive behind the campaign. III. Section 2: The Publics There is a large range of key publics for the Red Bull Stratos campaign. The mission of this campaign is to transcend human limits and to develop a better understanding of the stratosphere. The campaign provides valuable scientific research data for the future. There are a few focused key publics for this campaign, but in the end the campaign ended up reaching audiences worldwide. The first focused key public for this campaign are astronauts and pilots. This campaign required extensive scientific research on the safety of the stratosphere. Felix Baumgartner said, “(this campaign) allowed the opportunity to gather information that could contribute to the development of life-saving measures for astronauts and pilots.” The organization wants astronauts and pilots to be encouraged about the research they conducted regarding the stratosphere and just how far a person came jump while still safely returning to earth. Astronauts and pilots can benefit from this program in many ways.

Another focused key public are private space enterprises because they are lining up to get access to data from the Red Bull Stratos campaign. “The campaign raised global awareness and interest in the effort to advance the world’s understanding of human survival in the stratosphere,” Baumgartner said. Private space enterprises are interested in learning about how humans can survive in the stratosphere, therefore; this campaign provided them with valuable information. The data collected on human limits in the stratosphere will benefit private space enterprises for future research and mission plans. The last focused key public for this campaign are kids. Baumgartner said, “I hear from so many parents who were watching and tell me how they felt when they looked at their kids and saw how inspired they were.” The organizations hope was to inspire kids to do challenging things. Baumgartner felt as though the world doesn’t have heroes like when he was kid. There used to be people going to the moon and climbing Mt. Everest. It seemed as though people weren’t taking on challenges like that anymore. This campaign wanted to provide a hero for kids to look up to. The Red Bull Stratos campaign only pointed out a few key publics; however, in the end the campaign reached audiences worldwide. Eight million people viewed the live video of Baumgartner jumping from space. The campaign focused on a good group of key publics, but they could have done better. They could have focused in on more people who would actually be interested in buying Red Bull as a drink. Instead of focusing on the publics who would be interested in drinking Red Bull, they focused on publics who were interested in the research, and the challenge of the actual jump. This campaign does a good job of reaching the publics who are interested in the data and research involved in the jump. However, it is not clear on why Red Bull invested so much in this campaign. The key publics for the Red Bull product are unclear in this campaign. They could have done a better job reaching an audience who was actually interested in buying Red Bull. IV. Section 3: The Process "When you are standing on top of the world, you don't think of records anymore; all you think is that you want to come back alive." Felix Baumgartner Baumgartner and his team spent five years training and preparing for the mission that is designed to improve our scientific understanding of how the body copes with the extreme conditions near space. A. Research for the jump

The balloon is filled with helium to create lift.The balloon for Felix's mission from the edge of space was nearly 30 million cubic feet in capacity - 10 times larger than Joe Kittinger's balloon in 1960. At launch, it is tall and thin, stretching 55 stories high. As the balloon ascends, the helium will expand and the balloon will slowly fill out to an almost completely round shape: The balloon ascended at about 1,000 feet per minute. At some points, the ascent was as fast ats 1,400 feet per minute. Upon reaching about 100,000 feet, however, it slowed to roughly 750 feet per minute until it leveled off at approximately 120,000 feet above sea level. The balloon is tracked by the mission team while in the air. The mission team coordinates closely with the U.S. Federal Aviation Administration to obtain clearance for flight and special reflective tape is incorporated into the seams so that it can be seen on radar. Float altitude is the point at which the balloon levels off and stops ascending. Although helium is lighter than air, at higher altitudes air density is reduced. Float altitude is reached when the average density of the balloon is the same as the density of the surrounding atmosphere. The same balloon is not used repeatedly for tests, or the final mission. The test balloons are smaller than the almost 30 million cubic foot balloon used for the ascent to 120,000 feet. None of these balloons can be re-used. In fact, once Felix's balloon is even taken out of its box it must be launched promptly or discarded. Applied Technology Associates Aerospace provides the balloon launch services, personnel and equipment for Red Bull Stratos. B. Helium is delivered on two large trucks. Another truck with a "launch arm" restraint holds down a portion of the balloon during inflation. At launch, the arm moves out of the way to allow the balloon to ascend. At the same time, a large crane drives in to position the capsule under the balloon. The crane releases the capsule, the balloon lifts it off the crane, and the ascent begins. The overall launch process for this kind of balloon requires about 8 hours of preparation right before launch, including about 45 to 60 minutes for insertion of the helium. The balloon launch crew is about 12 to 15 people. They all have to wear clothing that won't snag the balloon. A number of individuals will clear the runway of debris before laying out the balloon. Fewer than 10 people actually handle the balloon, and they have to wear cotton gloves. LAUNCH TIMELINE: Launch minus 8 hours After a weather and safety briefing, the team inspects the equipment and communications systems, then pulls the boxed balloon and equipment out of the hangar while a separate crew works to clear the runway of dirt, debris and other objects. The capsule and balloon are delivered to the launch area on a cleared runway. More checks and re-verifications are conducted. Launch minus 4:30 hours

Crew Chief contacts Mission Control for permission to lay out the flight train components. Balloon is laid out on a layer of Herculite. Then balloon, parachute and capsule are connected. Launch minus 2:45 hours Layout of flight train is complete. Launch minus 2:15 hours Balloon's helium valves are rechecked and verified. Launch minus 1:15 hours All capsule checks are complete. Launch minus 1:00 hours Crew chief contacts meteorologist and requests permission to begin inflation. Launch minus 0:55 hours Inflation begins. Launch minus 0:30 hours Felix is sealed in capsule which is cradled on a crane and pressurization begins. Launch minus 0:10 hours Inflation is complete. Launch minus 0:05 hours Crew chief inspects the entire flight train and removes all safety restraints Launch minus 0:01 hours Balloon bubble is released from launch arm. LAUNCH As the balloon rises, the crane bearing the capsule drives rapidly down the runway to meet it. The crane releases the capsule when it's vertical with the balloon. The balloon lifts the capsule off the crane and the ascent begins. C. The Red Bull Stratos project was a long process, taking seven years from start to finish. Because of the lengthy amount of time it took to follow through with the project, it became PR for itself. The sheer idea of what Baumgartner and Red Bull Stratos were attempting to do raised enough hype around the world that it became a famous experiment. When the time finally came for Baumgartner to follow through with the jump, the whole world was ready for it. Felix Baumgartner hit 833.9 mph and became the first person to reach supersonic speed without traveling in a jet or a spacecraft after hopping out of a capsule that had reached an altitude of 128,100 feet above the Earth.

D. After Felix landed, Mission Control triggered the separation of the capsule and balloon. The capsule descended under its parachute. A nylon "destruct line" released the helium so that the balloon returned to Earth. Then, the team gathered the envelope into a large truck, a process that can take several hours. "It was an incredible up and down today, just like it's been with the whole project," a relieved Baumgartner said. "First we got off with a beautiful launch and then we had a bit of drama with a power supply issue to my visor. The exit was perfect but then I started spinning slowly. I thought I'd just spin a few times and that would be that, but then I started to speed up. It was really brutal at times. I thought for a few seconds that I'd lose consciousness. I didn't feel a sonic boom because I was so busy just trying to stabilize myself. We'll have to wait and see if we really broke the sound barrier. It was really a lot harder than I thought it was going to be." http://www.redbullstratos.com/technology/high-altitude-balloon/ http://bit.ly/Z20sxK http://www.huffingtonpost.com/2012/10/14/felix-baumgartner-jump-redbull-skydive_n_1965299.html V. Section 4: Public Relations Many different areas of public relations were used throughout this Red Bull Stratos mission. As we’ve mentioned already, the problem is that these pr tactics were often times undirected toward a specific target audience and did not always present their goals and intentions to their publics. Because those involved in this project began researching over 7 years ago in 2005, they had plenty of time to promote the project’s mission and goals. The purpose claimed by the mission was to transcend human limits. Believe it or not, setting records was not the mission’s purpose, though researching extremes was part of the programs goals. Research was the largest area of public relations addressed during this situation, which I think is a good sign for any campaign. According to our book, it is the practitioner’s responsibility to gather the facts and perceptions in order to build a plan that is both reasonable and effective. Other aspects of the project may be up for debate in terms of effectiveness or if they were done the right way, but it’s clear to me that the Red Bull Stratos team understood the importance of research and made sure they gathered all the information they could before literally launching their man into the stratosphere.

Other areas addressed during this situation include media relations and crisis management. The Red Bull Stratos team knew the fundamentals of the media, especially the media’s ability to inform audiences quickly, accurately and fully on matter the audiences express an interest in. Unfortunately for this project, there was a limited audience that was interested in the initial stages of research and planning. The general public only became interested once all the research and planning were done and it came time to see if the jump would be a record-breaking success or massive failure that could lead to Baumgartner’s death. So the media coverage was very limited up until the final weeks and month or two leading up to the actual launch and descent. But Red Bull is no stranger to building trust with the media and knows how to deal with negative backlash from those who bash them for being too risky and over the top. They use both the good and bad media coverage to help brand their image of encouraging people to do crazy things and experience life to the full, however that might look. Similar to media relations, the team had to understand crisis management and be prepared to face the consequences if something did go wrong. Obviously, this was a very high risk-high reward thing for Red Bull to attach its name to. But again, this is exactly who Red Bull is. They knew going in that the risks were very high and their investment into the project could potentially backfire in their face. They had to plan for all the types of causes of crises, including mechanical problems with the balloon, suit worn by Baumgartner, or the parachute itself. They also did test after test and simulations to decrease the chance for human error in the real launch. And lastly, they created this team and built trust over years of work to help prevent a management problem. The risk of this trust being built over years is that it could have created groupthink which could’ve caused a problem to be overlooked or not dealt with. Another way to see what areas of public relations were addressed is to look at the types and effectiveness of the social media used in this process. On the day of the event, an estimated eight million viewers streamed the jump on YouTube, driving plenty of social media conversation, especially twitter. In total, the event drew over 2.6 million social media mentions on that one day alone. It’s clear to see Red Bull’s strong brand presence associated with the jump as a success from observing some of the popular hashtags surrounding the event. The hashtag #livejump led the way in mentions, but #redbullstratos and #stratos were closely behind. Red Bull successfully attached its brand name to one of the most buzzed about events of the year. Not many major opinion leaders were used in this project. The jumper himself, Felix Baumgartner, is an expert parachutist best known for completing a freefall flight across the English Channel. But people not interested in that stuff would never know who this Austrian man was. The greatest man and influencer in this whole thing is Baumgartner’s mentor and motivation, Joe Kittinger. Once Red Bull and Baumgartner got together back in 2005 to dream of this project together, they wisely got Kittinger to join their team. Kittinger became a real-life superhero in 1960 when he jumped from space from a record 102,000 feet which was of course broken by Baumgartner. His history and recognition around the world helped solidify this project and mission as the real deal in the minds of the public. From researching this specific project and the company of Red Bull, we think it’s true that public relations has a huge role in this organization. They understand exactly who they are and what they want their image to be, and they use the media to convey this

to their publics worldwide. When we think about Red Bull we think about these dangerous, yet amazing events, and this is a testament to their public relations efforts and ability to back their beliefs with actions. https://docs.google.com/document/d/1OLeruuKIHkoWfB4BOpvqF4cJwsF7VzuI6Q3V-Qz1aO8/edit http://www.redbullstratos.com/ http://blogs.salesforce.com/company/2012/10/how-red-bull-stratos-successfully-soared-across-social-media.html VI. Section 5 Recommendations -Regarding research - Red Bull’s idea and campaign was a text-book marketing win, but the return on their investment is still unknown. There was little research done in how this will actually boost Red Bull sales and entice more people to drink its product. Red Bull could have conducted a beneficial analysis to see if the return was worth investing eight figures. Only time will tell. - Another area where more research would benefit the project is the way they aired the event. It was live streamed through YouTube and broke the internet live-streaming record with 7.1 million viewers. If they were anticipating this kind of audience, they should have contracted with a major TV network to cover the event. No telling how many viewers they could have had if it was aired on Tv. -Regarding planned activities - The Stratos campaign was introduced by Red Bull in 2010. They had roughly two years to prepare and gain as much awareness about the space fall. Red Bulls team did an extraordinary job using different social media platforms to communicate itsr campaign and also conducted a daily blog on its website. The Stratos campaign could have received more attention if they planned pre-jump rallies across the world, on each continent, to gain global attraction. Instead of going on a media tour after the jump, (the jumper) could have went his media tour pripor to jumping. Playing the idea that this could be his last few days alive, intiging viewers to follow

through with the ewvent. Doing talk-shows and radio interviews prior to the jump could have increased the viewers by a couple of million if done world-wide. -Regarding choice of Tactics -The PR tactics the Stratos team used were often undirected and never established a specific target audience. To gain awareness from around the world, the Stratos campaign could have partnered with Pop stars/athletes/public opinion leaders from around the world to advocate and promote for the jump. This would raise global awareness of the free-fall while gaining credibility from different parts of the world. Red Bull could of also required their contracted athletes to advocate and promote for the Stratos campaign. They could have hosted pre-jump parties where the extreme-athlete does something epic as a teaser to what’s in store for the jump. -Regarding evaluation - After it was all said and done, the Stratos campaign will go down as one of the biggest Social Media driven campaigns ever. Marketing critics have called this a marketing masterpiece and will change the PR/Marketing game forever. The stratus campaign could have made extra efforts to gain a bigger audience, but still were able to set new viewer records. econsultancy.com/.../10897-five-content-marketing-lessons-from-the... www.marketingmagazine.co.uk › Home › News

Red Bull Stratos

• Felix Baumgartner ascended in a pressurized capsule to 120,000 ft. • Jumped and fell through the earth's atmosphere at supersonic speeds. • Landed safely on the earth's surface • The leap broke the world record for The World's Biggest Jump. Situational Analysis

Was this a successful public relations campaign? • The event DID garner major publicity... • But, What was the point? The Big Question:

• The entire world was watching. • Began as a scientific experiment to gather information for future generations. • The planning stage lasted 7 years. • News of the jump spread to social media. • Media outlets caught word of the jump. • International media outlets publicized the event. • It was streamed live on YouTube. The Jump:

• Astronauts and Pilots "This is an opportunity to gather information that could contribute to the development of life-saving measures for astronauts and pilots." -Felix Baumgartner The Key Publics

• Private Space Enterprises "Private space enterprises are lining up to get access to data from Red Bull Stratos. It raises global awareness and interest in the effort to advance the world's understanding of human survival in the stratosphere." -Felix Baumgartner The Key Publics

• Kids "I hear from so many parents who were watching and tell me how they felt when they looked at their kids and saw how inspired they were." -Felix Baumgartner. The Key Publics

AREAS USED: • Research- Clear that the team understood the importance of research to the project, gathering all the facts and information thoroughly before literally launching their project into space. • Media Realtions • Crisis Management PUBLIC RELATIONS

• Knew the fundamentals of the media, especially the media’s ability to inform audiences quickly, accurately and fully on matter the audiences express interest in • Unfortunately for this project, there was a limited audience that was interested in the initial stages of research and planning • So the media coverage was very limited up until the final weeks and month or two leading up to the actual launch and descent • They use both the good and bad media coverage to help brand their image of encouraging people to do crazy things and experience life to the full, however that might look. Media Relations

• This was a very high risk-high reward thing for Red Bull to attach its name to. But again, this is exactly who Red Bull is. • They knew going in that the risks were very high and their investment into the project could potentially backfire in their face and had to plan for all the types of causes of crises i. mechanical ii. human error iii. mangement Crisis Management

• In total, the event drew over 2.6 million social media mentions on that one day alone, with an estimated eight million viewers streaming the jump on YouTube. • Clear to see Red Bull’s strong brand presence associated with the jump as a success from observing some of the popular hashtags surrounding the event on Twitter. • Red Bull successfully attached its brand name to one of the most buzzed about events of the year. Social Media

The hashtag #livejump led the way in mentions, but #redbullstratos and #stratos were closely behind.

• Opinion leader- former Air Force pilot and colonel • Brought in to mentor Felix Baumgartner, help with the research process. • Primarily and strategically placed on the team to add credibility to the project, since he held the previous record for over 50 years for longest and highest parachute freefall. Joe Kittinger

"When you are standing on top of the world, you don't think of records anymore; all you think is that you want to come back alive." Felix Baumgartner Baumgartner and his team spent five years training and preparing for the mission that is designed to improve our scientific understanding of how the body copes with the extreme conditions near space. The Process

• The balloon is filled with helium to create lift.The balloon for Felix's mission from the edge of space was nearly 30 million cubic feet in capacity - 10 times larger than Joe Kittinger's balloon in 1960. • The balloon ascended at about 1,000 feet per minute. Upon reaching about 100,000 feet, however, it slowed to roughly 750 feet per minute until it leveled off at approximately 120,000 feet above sea level. • The balloon is tracked by the mission team while in the air. • Float altitude is the point at which the balloon levels off and stops ascending. Float altitude is reached when the average density of the balloon is the same as the density of the surrounding atmosphere. The same balloon is not used repeatedly for tests, or the final mission. • The test balloons are smaller than the almost 30 million cubic foot balloon used for the ascent to 120,000 feet. None of these balloons can be re-used. Research

• Helium is delivered on two large trucks. Another truck with a "launch arm" restraint holds down a portion of the balloon during inflation. The overall launch process for this kind of balloon requires about 8 hours of preparation right before launch, including about 45 to 60 minutes for insertion of the helium. • The balloon launch crew is about 12 to 15 people. They all have to wear clothing that won't snag the balloon. • A number of individuals will clear the runway of debris before laying out the balloon. Fewer than 10 people actually handle the balloon, and they have to wear cotton gloves. Planning

Launch minus 8 hours After a weather and safety briefing, the team inspects the equipment and communications systems, then pulls the boxed balloon and equipment out of the hangar while a separate crew works to clear the runway of dirt, debris and other objects. The capsule and balloon are delivered to the launch area on a cleared runway. More checks and re-verifications are conducted. Launch minus 4:30 hours Crew Chief contacts Mission Control for permission to lay out the flight train components. Balloon is laid out on a layer of Herculite. Then balloon, parachute and capsule are connected. Launch minus 2:45 hours Layout of flight train is complete. Launch minus 2:15 hours Balloon's helium valves are rechecked and verified. Launch minus 1:15 hours All capsule checks are complete. Launch minus 1:00 hours Crew chief contacts meteorologist and requests permission to begin inflation. Launch Timeline

Launch minus 0:55 hours Inflation begins. Launch minus 0:30 hours Felix is sealed in capsule which is cradled on a crane and pressurization begins. Launch minus 0:10 hours Inflation is complete. Launch minus 0:05 hours Crew chief inspects the entire flight train and removes all safety restraints Launch minus 0:01 hours Balloon bubble is released from launch arm. LAUNCH As the balloon rises, the crane bearing the capsule drives rapidly down the runway to meet it. The crane releases the capsule when it's vertical with the balloon. The balloon lifts the capsule off the crane and the ascent begins. Launch Timeline

• The Red Bull Stratos project was a long process, taking seven years from start to finish. Because of the lengthy amount of time it took to follow through with the project, it became PR for itself. The sheer idea of what Baumgartner and Red Bull Stratos were attempting to do raised enough hype around the world that it became a famous experiment. When the time finally came for Baumgartner to follow through with the jump, the whole world was ready for it. Felix Baumgartner hit 833.9 mph and became the first person to reach supersonic speed without traveling in a jet or a spacecraft after hopping out of a capsule that had reached an altitude of 128,100 feet above the Earth. PR for Red Bull Stratos

• After Felix landed, Mission Control triggered the separation of the capsule and balloon. The capsule descended under its parachute. A nylon "destruct line" released the helium so that the balloon returned to Earth. Then, the team gathered the envelope into a large truck, a process that can take several hours. Evaluating the Jump

"It was an incredible up and down today, just like it's been with the whole project," a relieved Baumgartner said. "First we got off with a beautiful launch and then we had a bit of drama with a power supply issue to my visor. The exit was perfect but then I started spinning slowly. I thought I'd just spin a few times and that would be that, but then I started to speed up. It was really brutal at times. I thought for a few seconds that I'd lose consciousness. I didn't feel a sonic boom because I was so busy just trying to stabilize myself. We'll have to wait and see if we really broke the sound barrier. It was really a lot harder than I thought it was going to be." Felix Baumgartner

• Red Bull and the Stratos team could have contracted with major TV networks to air the jump. • Instead of doing the media tour after the jump, do it before the jump to gain the genral publics awareness • Pre-jump Rallies around the world to gain global attraction. Recommendations

• Red Bull could have required its contracted athletes to advocate. Whether its hosting special events or doing something epic themselves. • Acquire popular opinion leaders from around the globe to advocate for the Stratos project • Be certain that the return is worth the eight figure investment.

Related publications
Add to favorites

Product details

Skip to Content
Skip to Main Navigation
Skip to Information Links
Skip to Site Search
Skip to Footer
Skip to Accessibility Information

Main Navigation

Six marketing lessons from Red Bull Stratos

The success of the Red Bull Stratos project underlines a broad cultural shift in marketing where brands are attempting to improve society, not just their bottom lines, writes Nicola Kemp

It was a greater feat than any 30-second spot has ever achieved: skydiver Felix Baumgartner dropped from near-space (23 miles high) back to the Earth’s surface.

It was an astonishing display of the value of human endurance, of adventure, investment and commitment. The fact that this mission to the edge of space was, in fact, funded and created by a brand is, quite simply, remarkable.

Having achieved 8m concurrent views of the spectacle on YouTube, there is no arguing that Red Bull’s Stratos project was an astonishing leap forward in marketing, but it also delivered something far bigger than eyeballs.

The fact is, a brand both created and funded a mission to the edge of space that will create data and insight that could benefit NASA. As one viewer tweeted: ‘That awkward moment when you realise an energy drink has a better space programme than your nation.’

Stratos was not a CSR project, but is far more than a marketing campaign. While commentators have already waxed lyrical about it as the very pinnacle of content, marketing experts believe that this diminishes the scope of the achievement.

James Murphy, editorial director at the Future Foundation, says Stratos shows that Red Bull isn’t solely a provider of content anymore. ‘This is the purest example of the brand as a story; the brand itself has become content,’ he explains. Murphy believes the scientific and technological pay-off of the campaign reflects a level of sophistication that conventional CSR couldn’t reach.

1. Embrace a sense of purpose

‘Do you want to sell sugar water for the rest of your life, or do you want to come with me and change the world?’ Steve Jobs’ pitch to John Sculley – the Pepsi-Cola CEO whom Jobs brought in to run Apple – probably wouldn’t wash with Red Bull founder Dietrich Mateschitz.

Red Bull Stratos has not only underlined the brand’s authentic link to extreme sport and innovation, it has also provided its employees with a motivation bigger than selling sugar water (or energy drinks for that matter) for the rest of their lives.

James Whitehead, executive partner at JWT – the agency that, in a clever bit of marketing, sent a Kit Kat bar 22 miles into space to celebrate fearless Felix – says people want more of a relationship with brands. ‘They want to be involved with them and share them, so [brands] need to have a bigger purpose and a conscience that extends beyond sales,’ he says.

2. Beyond Big Society: do more than grow your bottom line

Consumers may have expressed discomfort at David Cameron’s vision of Big Society, but Red Bull Stratos raises difficult questions about marketing taking off where government funding ends. ‘Red Bull has taken science forward and no one is questioning it. Whether you agree that this will benefit NASA or not, there is no doubt that it is fuelling a passion for science,’ says Sav Evangelou, executive creative director at Kitcatt Nohr Digitas. He believes there is a huge opportunity for brands to carry this shift forward if they can share knowledge or deliver progress to society, whether it is through education or investment.

Sean Kinmont, managing partner, creative director at 23red, says the main thing marketers can learn from Red Bull Stratos is that ‘higher order’ benefits can be generated by things other than charitable links or associations with good causes. ‘People can be equally inspired by feats like this one, which take them vicariously into self-realisation, courtesy of the brand,’ he says.

3. Move beyond ROI: pitch for emotional impact

Space exploration appeals to noble human interests: the desire for adventure and a belief in the power of science. James Kirkham, managing partner at Holler, says that for a certain generation Stratos has become an ‘I was there moment’, which has created ‘almost an unfair benchmark’ for marketers.

While media coverage has focused on the volume of You Tube hits, the true scope of Stratos’s achievement reverberates far beyond the marketing fishbowl. In fact, Red Bull itself has blocked agencies involved in the project from talking to the press because it doesn’t want the event to be viewed as a marketing stunt.

‘The industry is obsessed with media coverage, but the real opportunity is earning the right to speak to consumers. Red Bull did this by capturing the imagination of millions of people,’ says Evangelou.

The message is clear: to be truly great, brands must transcend ROI.

4. Embrace ‘extreme marketing’

Of course, not every brand has a fearless Felix to deliver moments of greatness, but you cannot ignore the pace of change in the market. Rewind to 2008, when Honda secured reams of coverage with its live sky-diving ad on Channel 4. However, chances are you probably cannot remember the ad, and it is unlikely to grace the pages of history for delivering anything other than PR for Honda.

Russ Lidstone, chief executive of Havas Worldwide London, says that with Stratos, Red Bull has in effect created a school of Œextreme marketing¹.

Red Bull has built credibility through its support for extreme-sports athletes, the creation of current F1 champions Red Bull Racing and through building a range of events from the ground up. In short, Red Bull could never be accused of simply badging events.

5. Behaviour trumps brand values

The Stratos project also hints at a wider shift in marketing in the digital age: it is no longer enough to obsess over brand valuation and image. Consumers are increasingly demanding that brands prove their worth, a shift that has huge implications for marketers.

Patricia McDonald, executive planning director at Glue Isobar, says that in an age of participation, brands are facing up to a fundamental shift. ‘Brands need to ask themselves what they do for people. It is bigger than marketing: from supply chain to distribution, it’s the fundamentals of how a business behaves,’ she says.

The world’s greatest brands have changed consumer behaviour not just to boost their own bottom line, but to actively improve people’s lives. This is typified by Nike, which created Run London and has invested in giving people greater access to sport, in an effort to tackle the growing problem of sedentary behaviour, arguably one of the biggest challenges of our time.

Lisa MacCullum Carter, managing director of Access to Sport at Nike, says: ‘Underpinning the London Olympic Games was a commitment to ‘inspire a generation’. Although elite and professional sport can inspire and encourage young people, it cannot on its own increase participation levels and access. Funding is crucial, but effective change will require unprecedented collaboration and action from governments, communities, corporations and civil society.’ Many analysts believe this collaborative approach will underpin the future of marketing for good.

6. Place commitment above all things

Back on Earth, there will doubtless be marketers rolling their eyes at the notion that they should ‘pull a Red Bull’. So here is the killer fact to empower each and every marketer: experts estimate that Red Bull’s investment in marketing is 30% to 40% of its revenues. It is a marketing-driven business model in the truest sense. If you won’t invest in your products and services, staff and brand, why would you expect your consumers to? You can’t use the struggling economy as a one-size-fits-all explanation for failing to commit and perform.

In an age of slash-and-burn marketing, where failure to commit and endlessly delaying big decisions is the norm, Red Bull’s investment and scope is noteworthy. Not every brand has the inclination or budget to invest in something bigger than itself, but the best marketers should at least have the ambition to try.

Join a growing community of media, marketing and advertising professionals today

Read exclusive registrant only articles

Market Reports

Get unprecedented new-business intelligence with access to Campaign’s new Advertising Intelligence Market Reports.

Enjoying Campaign’s content?

Get unlimited access to Campaign’s premium content for your whole company with a corporate licence.

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Campaign Jobs

Client Services Director Up to £86,000 (inc OTE + Bonus) MadeBrave, UK Based
Lead Creative £51,666 (London) £48,714 (National) The Children’s Society, Work from anywhere, with travel to our London base
Account Manager To £35k plus great benefits Agencyland Limited, London (Greater)
Marketing Executive On application Tourism Australia, London (Central), London (Greater)
Head Of Marketing 42k - 48k depending on experience Hurst Media, Shoreditch, London (Greater)
New Business Manager £45k - £50k dependent on experience, plus benefits MODA Consult, London (Central), London (Greater)
New Business Director - 12 month maternity cover role £75k - £90k dependent on experience, plus benefits MODA Consult, London (Central), London (Greater)
Social Media Lead / Head of Social £80k (negotiable) + excellent benefits MODA Consult, London (Central), London (Greater)

Partner content

Short-form video = long-term success

Frontline19 claims the latest TV creativity award

From toast to TikTok: how Boots CMO Pete Markey drives impact

Pinterest’s full-funnel performance: A seamless shopping experience

Uncovering The Red Bull Marketing Strategy – A Case Study

Supti Nandi

January 17, 2024

In the world of energy drinks, the first name that pops into your head is “Red Bull”! Isn’t it? Why? Due to the tagline- “Red Bull gives you wings.” That’s where Red Bull marketing strategy comes into play.

By the way, don’t you wonder how Red Bull became synonymous with energy drinks? Afterall, the formula of energy drinks of all brands is more or less the same.

Just like I wrote above- effective brains of Red Bull marketing strategy includes revolutionary ad campaigns, it successfully created a strong brand identity.

So strong the brand’s name has become that it won over millions of admirers and maintained a loyal customer base!

Now here comes the intriguing part- What exactly did Red Bull do in marketing that it became a rising star straight away from Austria?

That’s what we will uncover in this write-up. Stay tuned!

(A) Red Bull Marketing Strategy: A Brief Overview

As you all know, Red Bull is a multinational energy drink company that has been able to dominate the energy drink industry with its unique marketing strategies.

Before diving into the details, let me give you a summary of the key aspects of Red Bull Marketing Strategy-

In the next sections, we will dive into some crucial facts on Red Bull Marketing Strategy.

(B) What is the unique selling point (USP) of Red Bull?

The unique selling point of Red Bull is its powerful and swaying slogan- “Red Bull gives you wings.” This slogan represents the idea of the energy drink brand that once you consume it, your performance will drastically improve with the energy provided in the drink. Thereby, you can achieve your goals.

Sounds interesting! Isn’t it?

This is quite similar to the motivation factor. As it is said you act the way you feel. So, irrespective of the secret formula of the drink, if you strongly believe that an energy drink will improve your performance, then by consuming it your performance will automatically improve. And the caffeine content plays its part as well to increase your metabolism that’s crucial for any physical activity or thrilling adventure.

The secret lies in your hormones i.e. Adrenaline (Fight or Flight hormone). So yes, apart from the caffeine and other nutritional content of the drink, the tagline is equally important to win the heart of the consumers.

That’s how the tagline as well as its formula (Caffeine, vitamins, etc.) are the unique selling point of Red Bull.

(C) Who is Red Bull’s target audience?

If you randomly or carefully observe the ad campaigns of Red Bull, then you will see that the brand mostly associates itself with sports activities and thrillers.

Red Bull’s target audience is predominantly young and adventure-seeking individuals in the age group of 18-34 years old. It ecompasses both male and female demographics. Hence, it tailors its events and marketing strategies specifically with this target audience in mind.

In short, Red Bull aims to appeal to consumers with a strong appetite for high-risk activities and experiences.

(D) What/Who is Red Bull’s Biggest Sponsor?

Red Bull’s biggest sponsor is Oracle. Recently, they announced a new deal. Guess what? This is reportedly the biggest sponsorship deal ever in Formula 1.

This partnership represents a significant investment, showcasing the value that brands see in connecting with high-profile sports teams such as Red Bull Racing.

To the uninitiated, let me tell you, Oracle is an American multinational computer technology corporation that had already sponsored in 2021. Later, it increased its involvement to become the primary partner of Red Bull.

The fact that was more surprising to folks was- Oracle not only provided financial support but also contributed significantly to Red Bull.

Additionally, according to GlobalData’s report, the highest-spending sponsor brands for Red Bull Racing include Oracle, Bybit, Honda, ExxonMobil, and Tag Heuer.

(E) Who is Red Bull’s Biggest Competitor?

Red Bull faces competition from several major players in the energy drink and beverage industry. Some of its key competitors are-

Monster Drink
Rockstar Energy

So, the biggest competitor of Red Bull is Monster Drink. Let me give you another surprise! We have thrown a detailed comparison analysis on Red Bull vs Monster Drink . We have compared various aspects of both the energy drinks like content formula, business perspective, market dominance, etc.

So quickly check out the article “ Red Bull vs Monster Drink .”

Some other players competing with Red Bull in the beverage industry are-

As per some reports , Monster drink is expected to dominate the energy drinks sector, but it continues to face competition from Red Bull.

(F) 4Ps of Red Bull Marketing Strategy

Red Bull marketing strategy is all about creating exciting experiences that connect with its target audience, even if they’re not into energy drinks. They’ve done some eye-catchy things like sponsoring extreme sports, making viral videos, and even starting a record label.

All of this is to bring their slogan, “RedBull Gives You Wings,” to life and make a strong emotional bond with their customers.

Now, let’s break down their marketing mix strategy involving 4 Ps-

(F.1) Product

Unique Features: Red Bull stands out for its unique flavor, high caffeine content, and energizing effects.
Ingredients: In addition to the typical nutritional information, Red Bull contains taurine, an amino acid known for boosting antioxidant activity in the body.
Packaging: The distinctive packaging, featuring two bulls facing each other with red and orange colors, aims to evoke passion, aggression, and action, contributing to the brand’s image.

(F.2) Price

Target Audience: Red Bull aims at young individuals aged 15 to 35, focusing on values like energy, power, and fun. This age group is ready to pay the price for anything that offers the best value of money. Hence, Red Bull effectively utilized this golden opportunity.
Quality Perception: the pricing strategy implies that Red Bull customers prioritize the quality of the product over its cost.
Premium Reputation: The cost aligns with the premium reputation of the beveragem reinforcing the idea that the product is worth its price.

(F.3) Place

Distribution Channels: Red Bull is available in various places, including supermarkets, bars, online, cafeterias, hotels, etc.
Global Presence: The product is sold in 171 different countries, showcasing a broad international presence.
Sponsorship and Universe Creation: Beyond distribution, Red Bull has created a universe of sponsorship, participating in events and activities that align with its brand image.

(F.4) Promotion

Unique Marketing Approaches: Red Bull is known for its unconventional marketing strategies, such as sponsoring extreme sports events, creating viral videos, and even establishing a record label.
Iconic Slogan: The slogan “Red Bull Gives You Wings” has been a consistent and iconic part of their promotional efforts since 1987, symbolizing the energy and confidence the brand provides.
Versatility of Slogan Usage: The slogan is used across various promotional mediums, from advertisements to merchandise, making it instantly recognizable and closely associated with the brand.

In short, Red Bull’s marketing mix strategy combines a unique product offering with strategic pricing, extensive distribution, and innovative promotion to create a strong and distinctive brand identity in the energy drink market.

(G) Unlocking Red Bull’s Advertising Strategies

Red Bull goes big when it comes to advertising, pouring in millions to ensure their products stay in the minds of consumers. Let’s explore the key elements that make their advertising strategy a soaring success.

(G.1) Maximizing the Potential of their Slogan

At the heart of Red Bull’s messaging is their powerful tagline, “Red Bull Gives You Wiiings.” This slogan isn’t just catchy; it’s a declaration that their drink provides the energy and power needed to chase dreams. It’s more than a tagline; it’s a promise. Do you know they had to change the spelling of “wings” to “wiiings” due to a controversy?

(G.2) Maintaining Consistent Visual Branding

Red Bull’s success isn’t just about words; it’s also about visuals. Their vibrant colors, distinctive logo, and visually striking content convey the message: “We give people the energy to do anything.” From warm hues to fascinating experiments, their visual identity is as energetic as their product.

(G.3) Developing a Strong Core of Content

Red Bull’s content is a powerhouse covering extreme sports, festivals, and the fast-paced lifestyle their product embodies. From heart-pounding sports to music, art, dance, and nightlife, Red Bull’s content is a dynamic mix that appeals to a diverse audience, making it accessible to everyone.

(G.4) Social Media Mastery

Red Bull dominates on social media, especially on platforms like Facebook. Their page is a visual feast, featuring artistic videos with stunning visuals, music from their record label, and coverage of sports and events that resonate with their audience. It’s not just marketing; it’s an experience.

(G.5) Sponsorships and Events

Key to Red Bull’s strategy is their dynamic sponsorship and event initiatives. Whether it’s jaw-dropping publicity stunts, events they create, or sponsorship of other high-energy experiences, Red Bull doesn’t just advertise; they immerse themselves in the scenes their audience loves.

(G.6) Student Marketer Program

Red Bull stands out with its Wings Team, a unique student marketeer program. Instead of just using students as ambassadors, Red Bull lets them actively contribute to their marketing efforts. It’s a dynamic approach that sets them apart from the crowd.

(G.7) Advertising Budget Soars to New Heights

In 2020, Red Bull flexed its financial muscle with a sponsoring and advertising budget of around 1.6 billion euros. This hefty investment primarily fueled their involvement in extreme sports events globally. From premium ad units to a multi-format approach (digital, print, and national TV), Red Bull strategically allocates its budget for maximum impact.

In a world where energy is everything, Red Bull doesn’t just sell a drink; it sells a lifestyle, and their advertising strategy is the wind beneath their wings.

(H) Uncovering the secrets of Red Bull Marketing Strategy

Red Bull has soared to new heights not just with its energy drinks but also through groundbreaking campaigns that have left an indelible mark on marketing history.

(H.1) Stratos Campaign: Touching the Skies, Inspiring the Masses

Stratos Campaign of Red Bull Marketing Strategy

The “Red Bull Stratos” campaign wasn’t just iconic; it was a historic leap. Austrian skydiver Felix Baumgartner’s dive from near-space, 23 miles above the Earth, captivated the world. This extraordinary display of human achievement, funded and orchestrated by Red Bull, generated massive media attention and estimated coverage worth millions of dollars.

(H.2) Red Bull Racing: Racing into New Horizons

The success of the “Red Bull Racing” campaign not only thrilled fans but also propelled the brand into new markets. This venture showcased Red Bull’s ability to combine adrenaline-pumping content with effective marketing, expanding its reach and fan base.

(H.3) Social Media Marvels: Building Bridges with Fans

In the digital realm, Red Bull has crafted effective social media campaigns, leveraging the power of influencers to create emotional connections with their audience. This modern approach has played a pivotal role in keeping the brand relevant and engaging with its customers.

(H.4) Red Bull Gives You Wings: A Slogan That Soars

The iconic slogan, “Red Bull Gives You Wings,” has been more than just words; it’s become synonymous with the brand. From advertisements to merchandise and even on the can itself, the slogan has become a powerful tool, instantly recognizable to millions globally, contributing significantly to the brand’s success.

(H.5) Extreme Sports Fusion: Beyond the Drink

While Red Bull may sell energy drinks, its marketing strategy extends far beyond mere beverage sales. The founder strategically associated the brand with extreme sports events, creating a unique identity that sets Red Bull apart in the market.

(H.6) Diverse Event Engagement: Sports, Music, and More

Red Bull’s involvement in various sports like soccer and ice hockey is diverse, but the spotlight remains on extreme sports. The company strategically places emphasis on events that align with its high-energy brand image.

(H.7) Guerrilla Marketing: Creating a Buzz

Understanding the power of popularity, Red Bull implemented guerrilla marketing, strategically placing empty cans to create the impression that everyone was consuming their drink. This unconventional approach proved successful, adding another layer to Red Bull’s innovative marketing strategies.

That’s how, Red Bull’s global marketing strategy doesn’t just sell a drink; it taps into the emotions that move people. With a blend of groundbreaking campaigns, iconic slogans, and a strategic presence in various realms, Red Bull has established itself as a dynamic force in the world of marketing.

(I) Unveiling the Experimental Marketing Strategy of Red Bull

Red Bull has not only conquered the energy drink market but has also soared high in the realm of experiential marketing. Let’s unravel the unique strategies that have allowed Red Bull to connect deeply with its audience through events.

(I.1) Flugtag Race: Soaring Beyond Limits

Participating in events like the Flugtag Race, Red Bull demonstrates its prowess in connecting storytelling, brand building, and customer experiences. The company seamlessly engages consumers while promoting its brand identity, fostering a connection that goes beyond just selling a product.

Events like these contribute to Red Bull’s loyal customer base and position it as a leader in the competitive energy drink market.

(J) Red Bull’s Digital Symphony: Crafting Immersive Journeys Online

Red Bull doesn’t just stop at physical events; it extends its reach through a dynamic digital marketing strategy, creating engaging experiences for its audience across various online platforms.

(J.1) Targeting the Right Crowd: Young, Active, and Adventurous

The key to Red Bull’s digital success lies in understanding its audience. The brand focuses on young, active individuals with a penchant for extreme sports and adventure. By tailoring their digital content to this demographic, Red Bull ensures that it resonates deeply with the very consumers it aims to capture.

(J.2) Soaring and Eye-Catchy Content: Videos, Articles, and Social Media Adventures

Red Bull’s digital content is not just about pushing products; it’s about creating an immersive experience. From thrilling videos to insightful articles and engaging social media posts, the content features extreme sports athletes and events sponsored by Red Bull. This strategic blend ensures that the brand remains not just a beverage but a lifestyle choice for its audience.

(K) What Red Bull Marketing Strategy Teaches Us?

Red Bull’s marketing plan sparks debates globally, even among those who may not sip their energy drinks. The brand’s omnipresence, from our refrigerators to outer space, demonstrates that an unconventional approach to marketing can create a universal impact.

In essence, Red Bull teaches us that marketing isn’t just about selling a product; it’s about crafting experiences that resonate with the audience, be it through heart-pounding events or immersive digital journeys. The brand has truly mastered the art of not just being a drink but a lifestyle choice for its diverse and devoted consumer base.

(L) Why is Red Bull so successful?

Red Bull’s unparalleled success can be attributed to its masterful blend of experiential marketing, digital prowess, and a brand identity that transcends mere energy drinks. The brand’s commitment to crafting unforgettable experiences through events like the Flugtag Race establishes a genuine connection with consumers, fostering brand loyalty.

In the digital realm, Red Bull goes beyond conventional marketing, engaging its target audience of young, adventurous individuals through captivating content on social media, websites, and mobile apps. The iconic slogan, “Red Bull Gives You Wings,” isn’t just a tagline – it’s a symbol of empowerment and a key factor in the brand’s global recognition. Red Bull’s diverse involvement in extreme sports, music, and various events ensures a broad appeal, making it more than just a beverage but a lifestyle.

In essence, Red Bull’s success lies in its ability to create a brand experience that extends far beyond the confines of a can, resonating with a diverse and enthusiastic audience worldwide!

(M) Wrapping Up Red Bull Marketing Strategy

Red Bull marketing strategy is a case study in successful brand promotion. The company maintains a strong focus on interpreting the products’ relevance to the target customers at a local level, allowing room for growth and adaptability. Red Bull also prioritizes raising brand awareness through various channels and ensuring that all content accurately reflects the brand’s identity. Their marketing efforts have been found to be highly effective in influencing young consumers’ behaviors, as highlighted by a study conducted by the University of Leeds.

Ultimately, Red Bull’s success story demonstrates how an effective marketing strategy can propel a brand to international recognition!

Contact Info: Axponent Media Pvt Ltd, 706-707 , 7th Floor Tower A , Iris Tech Park, Sector 48, Sohna Road, Gurugram, India, Pin - 122018

Felix Baumgartner after Red Bull Stratos landing

The science of Red Bull Stratos

Part of this story

Felix Baumgartner

Felix baumgartner will forever be the man who fell from space – indelibly linked with the moment when he jumped from a capsule nearly 40km above the new mexico desert and the world held its breath..

One small step for man...

Itching to get started...

Felix Baumgartner after Red Bull Stratos landing

Felix Baumgartner - Red Bull Stratos test flight

...One giant leap for mankind...

My View My View
Following Following
Saved Saved

Verstappen says his Red Bull has a fundamental problem

Medium Text

Reporting by Alan Baldwin, editing by Toby Davis

Our Standards: The Thomson Reuters Trust Principles. New Tab , opens new tab

Sports Chevron

French security forces arrested earlier this month in Saint-Etienne an 18-year old Chechen suspected of planning an attack at the city's soccer stadium during this summer's Olympic Games, Interior Minister Gerald Darmanin said.

COMMENTS

A Case Study on Red Bull: "Stratos" Campaign
The Red Bull Stratos campaign stands as a testament to the power of strategic social media engagement, with success concentrated in a condensed timeframe that encapsulated the days leading up to the jump, the jump itself, and the aftermath. YouTube served as a significant battleground for Red Bull's social media triumph.
7 Social Marketing Campaign Insights from Red Bull Stratos
In that sense, Red Bull Stratos was a priceless brand experience that will almost certainly impact Red Bull's business performance in a significant way. Disclosure: Dachis Group and its subsidiary Archrival have conducted work for Red Bull. Campaign and Case Study Methodology:
Red Bull Stratos
Here are the key numbers - and the stories behind them - from Red Bull Stratos, the free-fall from space that held millions enthralled 10 years ago. Read Story 4 min read.
Red Bull Stratos: Case study
The Stratos campaign by Red Bull is a perfect example of participative advertising and marketing. The aim of the campaign was to allow the first human to break the sound barrier without engine power.
Red Bull Stratos (2012) Campaign Case Study
Maximum Impact. September 28, 2023. The Red Bull Stratos project, which took place in 2012, was a groundbreaking and widely publicized mission that featured Austrian skydiver Felix Baumgartner attempting a record-breaking freefall from the stratosphere. This case study examines the key elements of the Red Bull Stratos project and its impact on ...
How Red Bull Creates Brand Buzz
How Red Bull Creates Brand Buzz. On Sunday October 14, Felix Baumgartner rose more than 24 miles above the New Mexico desert in the 55-story ultra-thin helium " Red Bull Stratos " balloon ...
PDF Running head: RED BULL STRATOS 1
After the Jump: Outcome of Red Bull Stratos Campaign Red Bull Stratos was a resounding success. As promised, the event contributed greatly to science, and Red Bull's reputation experienced a major boost. The livestream garnered 8 million views, which, at the time, made it the most watched livestream in history. Additionally, the stunt
Calaméo
Title: Red Bull Stratos Case Study, Author: Ellie Johnson, Length: 32 pages, Published: 2013-11-15. ... The Red Bull Stratos campaign only pointed out a few key publics; however, in the end the campaign reached audiences worldwide. Eight million people viewed the live video of Baumgartner jumping from space. The campaign focused on a good group ...
Red Bull: The Stratosphere Campaign
The case discusses the Stratosphere campaign of Austria-based energy drink manufacturer Red Bull GmbH. Red Bull was launched in 1987, and as of 2012, it was available in more than 165 countries and sold around 5.2 billion cans. Since its inception, the company followed very different marketing tactics to popularise Red Bull. In 1998, it ...
Red Bull: The Stratosphere Campaign|Marketing Case Studies
Abstract. The case discusses the Stratosphere campaign of Austria-based energy drink manufacturer Red Bull GmbH. Red Bull was launched in 1987, and as of 2012, it was available in more than 165 countries and sold around 5.2 billion cans. Since its inception, the company followed guerrilla marketing tactics to popularize Red Bull.
Six marketing lessons from Red Bull Stratos
The success of the Red Bull Stratos project underlines a broad cultural shift in marketing where brands are attempting to improve society, not just their bottom lines, writes Nicola Kemp ... Access to Campaign's in-depth features and coveted reports including additional School Reports analysis, the Annual Salary Survey, and supplementary ...
Red Bull's "Stratos" Campaign
In 2012, Red Bull launched its "Stratos" campaign, a groundbreaking feat that involved Austrian skydiver Felix Baumgartner breaking the sound barrier in a freefall from the edge of space. The ...
Red Bull: The Stratosphere Campaign|Marketing Case Studies
In April 2013, US-based Brand Activation Association (BAA) announced the first Brand Brilliance Awards to recognize the most influential and dynamic marketers in the US. The awards were presented in four categories . And in the Game changer category which honored the marketer who changed the industry through a unique approach in marketing, the Red Bull Stratos event by Red Bull Energy Drink ...
Red Bull case study
Our Red Bull case study shows how the Red Bull brand became a beloved brand and global sensation. Discover the secrets to their success. Home ... Another notable Red Bull advertising campaign was the "Stratos" campaign. In 2012, Red Bull sponsored a daring stunt in which Felix Baumgartner jumped from a helium balloon at the edge of space ...
Red Bull's Marketing Strategy: A Case Study
The video of the jump inspired audiences around the world, capturing their imagination and igniting a global conversation around the ingenuity of Red Bull's campaign. As a result, Stratos generated more media attention than the brand could have ever dreamed of achieving with a regular marketing campaign - coverage worth an estimated earned ...
Red Bull: The Stratosphere Campaign|Marketing|Case Study|Case Studies
To download Red Bull: The Stratosphere Campaign case study (Case Code: MKTG318) ... Game changer category which honored the marketer who changed the industry through a unique approach in marketing, the Red Bull Stratos event by Red Bull Energy Drink emerged as the winner. BAA announced, "The event forever altered the potential of content ...
Uncovering The Red Bull Marketing Strategy
The "Red Bull Stratos" campaign wasn't just iconic; it was a historic leap. Austrian skydiver Felix Baumgartner's dive from near-space, 23 miles above the Earth, captivated the world. This extraordinary display of human achievement, funded and orchestrated by Red Bull, generated massive media attention and estimated coverage worth ...
Case Study Analysis: Top Experiential Marketing Campaigns of the Last
Red Bull Stratos: Touching the Edge of Space (2012) Perhaps one of the most daring experiential marketing stunts of the past decade was Red Bull's Stratos project. In this campaign, Felix Baumgartner made a record-breaking skydive from the edge of space. ... These case studies demonstrate that successful experiential marketing campaigns hinge ...
Red Bull Stratos Mission: Timeline & details
Red Bull Stratos sought to surpass human limits and advance scientific discoveries for the benefit of humankind. The successful mission broke World Records and provided valuable medical and ...
Red Bull Stratos
Here are the key numbers - and the stories behind them - from Red Bull Stratos, the free-fall from space that held millions enthralled 10 years ago. Read Story 4 min read.
Red Bull: The Stratosphere Campaign|Marketing Case Studies
Marketing Red Bull. 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 ...
The science of Red Bull Stratos
Austria. Red Bull Stratos was a historic mission to the edge of space in which Felix Baumgartner, a professional BASE jumper, fulfilled a lifelong dream: jumping from a capsule that had ascended ...
Verstappen says his Red Bull has a fundamental problem
The triple Formula One world champion, who has won five of the first seven races, saw his record-equalling run of eight pole positions in a row ended by Ferrari's local hero Charles Leclerc.