Presented By:

Amritpal Singh Bedi

PGCM4/1404

Introduction

oRedbull can be called as a pioneer in the energy drink category.

o The brand came into existence in 1987.

o Red bull energy drink vitalizes body and mind.

o It has been developed for people who want to have:

• a clear and focused mind

• perform physically

• are dynamic and performance oriented whilst also balancing this with a fun

and active lifestyle.

“One small jump for Red Bull, one giant leap for business

marketing.”

Red Bull Stratos may be the most successful marketing campaign

of all time.

“REDBULL Startos Mission Campaign”

- Red Bull Stratos was a space diving project involving

Austrian skydiver Felix Baumgartner.

- On 14 October 2012, Baumgartner flew approximately 39

kilometres (24 mi) into the stratosphere over New Mexico, United

States, in a helium balloon before free falling in a pressure

suit and then parachuting to Earth.

- The total jump, from leaving the capsule to landing on the

ground, lasted approximately 10 minutes

Reaching 1,357.64 km/h (843.6 mph), Baumgartner broke the

sound barrier on his descent, thus becoming the second human to

do without any form of engine power.

Baumgartner broke the unofficial

record for the highest manned

balloon flight of 17,640 m

(123,491 ft).

He broke the record for the

highest jump set in 1960 by

retired USAF Colonel

Joseph Kittinger, who

was Baumgartner’s Mentor

and capsule communicator

at mission control.

This is how the Campaign looks like…

The purpose of the Red Bull Stratos mission is to “transcend

human limits”. brings together the world's leading minds in aerospace

medicine, engineering, pressure suit development, capsule creation & balloon fabrication.

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

Campaign Objectives

Financial Implications

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

Raised Red Bull's profile as the brand looks to

expand in core markets and also BRAZIL, JAPAN,

INDIA & SOUTH KOREA

Six months immediately following Stratos, sales

rose 7% to $1.6 billion in the U.S

Impact of the Campaign

The Social

Buzz

SOCI

AL

MED

IA 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

Why did this work so WELL for Red Bull?

- They were brave and aimed high. Ambitious campaigns can be created for any company, even without massive funds.

“Red Bull has hopefully inspired

marketers to demand more from

ourselves. Sure, not all companies

have the budget to send a man into

space, but everyone has the

capacity to set themselves a higher

standard and not just settle for a

mediocre concept,”

- They had a captivating story. All issues that were encountered along the way were used to Red Bull’s advantage. This was done by sharing their experiences along the way with their audience.

“The reason the Red Bull story

was so compelling was

because it was so dramatic,

and let’s face it, there were

many times it looked like it

wouldn’t happen… Red Bull

had the guts to show it,”