Building Brand ImageWhile Breaking World Records

Success #1

• The Stratos jump featured a live stream with cameras surrounding the capsule that Felix jumped out of that captured ever second leading up to the jump as well as his first step towards earth.

• The live stream could be found on the Red Bull website and on YouTube, where over 8 million people watched.

• The jump was also featured on over 40 TV stations and 130 digital outlets worldwide.

Live Stream

Success #2

• The Red Bull Stratos Twitter account had over 20,000 mentions on the day of the jump.

• The account still has over 201,700 followers and they still use it to share relevant information about the event and how the data gathered from the jump has been used for scientific purposes.

• The jump was trending across the globe

Twitter Reach

Success #3:

• On the day of the jump, the page had over 900,000 interactions and 83,000 shares.

• The goal of the page was to increase the interactivity of the jump so that Red Bull could update audiences of any changes, such as the new jump date, as well as post pictures and information leading up to the event.

Facebook

Reach

The most engaging posts occurred on the day of the event when a photo taken of Felix landing. Because of the hundreds of thousands of shares, likes and comments on this photo, the average post engagement climbed to 193,557%.

The most engaging posts occurred on the day of the event when a photo taken of Felix landing. Because of the hundreds of thousands of shares, likes and comments on this photo, the average post engagement climbed to 193,557%.

Relating the message

• The existing brand message of “Red Bull give you wings” can relate directly to the overall idea of the Red Bull helping Felix go into space and make this jump.

• This synergy between the original message and the idea of the jump created a stronger overall message.

• The jump was not just for marketing purposes, scientific information was gathered in the process on behalf of NASA.

In conclusion…

• The company made a major consumer impression and reached millions of people through one event.

• Major factors that contributed to the success are:• Interactivity of event through social media• Brand association with a major event (The jump alone

attracted people)• Timeliness factor through live stream and updates• Newsworthiness through connection with scientific research

and breaking world records• Appealed to various audiences• Reached consumers through story telling technique where

consumers could follow the event from start to finish