RED BULL Case Study

In 1987, Red Bull not only launched a completely new product, it created a whole new product category – energy drinks. Today it sells 4.6 billion cans a year to males 18---35

From day one, Red Bull has been giving “wiiings” to people and ideas, setting many milestones in sports and culture.

Red Bull Media House is a global media company that produces, distributes and publishes authentic content and inspirational entertainment programming in the action sports and lifestyle genres. From film to television, print to digital media, music and games, the company's products can be experienced on the latest devices and platforms, fascinating audiences worldwide. Among other projects, Red Bull Media House was responsible for the documentation and multi-platform distribution of the Red Bull Stratos mission, which held the world’s attention in 2012 delivering the most watched live stream in history.

Sponsor a sky diver from 24 miles up? Red Bull is a master at “made you look” marketing. Red Bull doesn’t launch mere advertising campaigns – it creates adrenaline fueled spectacles.

A stunt – maybe? But Red Bull has built up street cred in an array of subcultures. An energy drink company turned media company, with a universe of extreme sports and adrenaline junky stunts. But it also sells a beverage.

Sponsors over 500 athletes. Hosts attention grabbing events – stratos, flugtag Red Bull is an energy drink but also represents a certain approach to life. It is bottling a “high adrenaline lifestyle” = created a new, high octane lifestyle category.

Red Bull provides original content - not brand content which is simply amazing. The central idea to content marketing is that a brand must give something valuable to get something valuable in return

Questions:

1.After you have completed research, provide a detailed description of Red Bull’s sales promotion strategy. Describe how Red Bull could use consumer promotions and describe what type of trade marketing promotional strategy would use. Provide examples.

2.Describe Red Bull’s public relations strategy using the Red Bull Stratos program. Was this an effective PR strategy? Describe Why or Why Not. 

3.Describe in detail Red Bull’s Experiential Marketing Strategy. Provide examples and an assessmentif you feel these are effective strategies. 

4.Describe in detail Red Bull’s online and interactive communications strategy. Provide examples and an assessment if you feel these are effective strategies.