1. Content as DNA By Oksana Zavoyko PRODIGI

2. everybody knows Red Bull Stratos 3. The awkward moment 4. Everybody really knows =) 15.6 mil. social contacts 1.3 bil. editorial contacts 8 mil. concurrent views on YouTube 8.00 TV news hits in one week 800 over cover pages 5. How? 6. Marketing engine 7. Marketing evolution Red Bull Media House one step ahead Brand turned publisher First mover Classical ATL BTL PROMO Content marketing Market 8. Brand fits my lifestyle 9. Our winning formula: Content + Contacts 10. Creation We do not advertise, we tell stories! In many formats! 11. Types of content Live News Clips Shows/ Magazines Documentaries 12. Exploitation 13. Redbull.RU - lifestyle online media 25 Different audiences 150 000 Unpaid visits/month 6 Content flows 6-10 Unique materials/per day 14. Redbull.RU - team structure 15. Social Media as TAs habitat > 300 000 audience in general 320.324 audience of all groups (+300%) 40 mil. likes of inter.-l page 1500 Followers (+1000%) 16. Social Media as TAs habitat > 300 000 audience in general 300 likes for each tip or check-in 5 000 followers For 6 months 200.000 views in 4 months 17. Red Bull King of the Rock 18. Event Activation Red Bull King of the Rock 4 mln. Users coverage 150 000 concurrent views on Vimeo 22 000 Visitors for online broadcasting 25 Unique materials for the website 19. Distribution 20. Red Bull Content Pool Our online distribution platform Communication outlet Content collection from around the world Access to the World of Red Bull - Direct downloads for editorial use (Internal, News, Web, Print,) RBMH sales catalog Premium content hub for licencing Split in our content genres: (Sports & Lifestyle, Nature & Science, Tradition & Inspiration 21. Media Cooperation's 22. The only limit is the one you set for yourself 23. Kolesnikov Profile 2013 24. Questions and answers Our best things