Wings and so much more!
And last week it did just that for Felix Baumgartner, who rocketed 24 miles into space before sky diving back to earth; setting three world records and achieving mass global coverage for Red Bull in the process.
Red Bull is a brand that stays true to its persona – rebellious, adventurous and extreme – and keeps that at the heart of everything it does. In doing so, the company creates campaigns and storylines that capture the imagination and inspire its audience.
It is also not a brand that focuses solely on product. Sure, drinks sales are what makes Red Bull’s world go round but it has also created something else that it can ‘sell’ to consumers: a brand personality with which they immediately identify. Red Bull gives you wings.
Wings, in the sense that it gives you the ability to take part in the extreme; be that through a high investment global stunt, the sponsorship of a Formula One team or a charity race in your local town.
Living this ethos spans all aspects of the Red Bull business. Their dare devil attitude and thirst to create their own content has lead them to be a pioneer and helped them to build a reputation for the ‘extreme’ amongst consumers all over the world.
Eight million people tuned into watch Felix Baumgartner jump from space on Sunday and it was broadcast live across more than 40 networks in 50 countries on TV and online. During and after the jump, half the worldwide trending topics on Twitter related to the Austrian’s historic jump and there were just over three million tweets globally. That’s some scale
And with this, Red Bull once again showed the way to many other brands, highlighting that you don’t have to talk about the product to get people to buy it. Rather, if you can tell impactful stories that drive conversation about your brand and build an emotional connection with your audience, sales will follow.
Only Red Bull will know just how well Felix’s jump worked for their bottom line – but what is undoubtedly true is that, once again, their level of brand engagement was sky high.
Posted also on JCPR Says.