Red Bull Stratos Jump

BaumgartnerAdventurous spirit CLICK THE VIDEO TO WATCH

THE EXCLUSIVE GO PRO VIDEO

A Little Background First

BaumgartnerAdventurous spirit

RedbullExtreme lifestyle Image

A Little Background First2005

Free fall from the stratosphere

Planned altitude of 120,000 feet

Named The RedBull Stratos project

Transcending “human limits that have existed for 50 years.”

Stratos Timeline• 2005

– Groundwork Laid• 2007

– Art Thompson : recruitment for the team – Capsule development begins

• 2008– Joe Kittinger joins the Stratos team

• 2009– Parachute development begins– high altitude balloons secured

• 2010– Wind tunnel testing

Stratos Timeline

• 2012– Launch site: Roswell, New Mexico Revealed– First manned test– First manned test complete in March: Successful

jump from 71,615 feet– Second manned test July:97,063– Oct 14: Final Jump from 128,000 feet

Financial Implications• Raised Red Bull's profile as the brand looks to expand in

core markets• As well as newer targets such as Brazil, Japan, India and

South Korea • Six months immediately following Stratos, sales rose 7%

to $1.6 billion in the U.S• It sold 5.2 billion cans worldwide last year, a 13% increase

over the year prior. In the U.S., sales jumped 17%, while markets as varied as South Africa, Japan, Saudi Arabia, France and Germany also saw double-digit sales gains

From the Horses Mouth• Sponsorship transcended sports and entertainment into popular culture

– It reaffirms that Red Bull doesn’t just sponsor events, it creates them• Brand placement was ubiquitous

– You can't get a photo of Felix without the Red Bull logo and you can't talk about him without talking about Red Bull Stratos - Ben Sturner

• By streaming it live on its YouTube channel Red Bull retained full control over broadcasting rights for the event

• Red Bull had been planning the event for 7 months– began building audience anticipation via its YouTube channel back in February 2012– uploading teaser videos on a weekly basis, which accrued over 27 million views

before the live event– Facebook and Twitter to build hype

• Photos of the Austrian skydiver’s preparation • A computer-generated simulation of the leap

How Redbull was different

• More than PR/marketing stunt, Redbull focused on telling the story of Felix Baumgartner's lifelong dream to break Joe Kittinger's record

• Highlighted the beneficial scientific data that Felix's jump will provide for the aerospace community

• Red Bull wanted this to be viewed as a moment of history

The Social Buzz• Red Bull Stratos on YouTube live had 8 Million Concurrent Views• Two threads about the jump made the front page of Reddit • 2,000,000 unique consumer actions• 1,000,000 distinct Stratos participants• 2,000,000 new subscribers acquired• 820,000 pieces of extremely positive content created• 400% increase over average length of consumer engagement• 50,000 distinct links shared• 61,634,000 trusted impressions generated• At its apex, some 1% of all online conversations worldwide were

about Baumgartner, Red Bull and the Stratos Mission: 54% on Twitter, 26% on Facebook, 6% on blogs and 14% on other video sites

The Social Buzz

• 2,000,000 new subscribers acquired

The Social Buzz

• 820,000 pieces of extremely positive content created

The Social Buzz

• 400% increase over average length of consumer engagement

The Social Buzz

• 50,000 distinct links shared

The Social Buzz

• 61,634,000 trusted impressions generated

The Stratos Effect

Before

• Product use is the largest driver of conversation (50%) – 21% discuss consuming Red

Bull to increase productivity, while 17% cite social uses of the energy drink

• 26% represents direct consumer engagement with the brand slogan: “Red Bull Gives You Wings”

• Major criticisms include product taste and health concerns (16%)

Stratos

• Live consumer reactions to the • space jump were overwhelmingly • positive, driven by sheer awe (39%) • B. 28% praised the marketing • ingenuity of Red Bull’s sponsorship • • 15% associated the event with

the • product’s energy boost and brand • messaging, inspiring consumption • C. Surprisingly, daredevil Felix • Baumgartner only garnered 7% of • discussion focus

After

• In the weeks following Stratos, Red Bull product use discussions surge

• Discussion around drinking and needing Red Bull maintained 7% increase for three months after the event

Key Takeaways

• PRE-PROMOTION• ABUNDANT, HIGH-QUALITY CONTENT• PLATFORM SPECIFIC CONTENT• INVESTMENT• COMMUNITY INVOLVEMENT• STORYTELLING