Red Bull Stratos: Soaring Social Media

By: Corey Greenwood

Brief Overview of Company and Mission

•  Red Bull is an energy drink company; one of the most popular in the world

•  The Red Bull Stratos mission was a project on October 14, 2012, that involved Austrian skydiver Felix Baumgartner free falling from the stratosphere –  Jumped from 128,097 feet –  Reached Mach 1.24 (833.9 mph) –  Broke the sound barrier, along with a few other records –  http://www.youtube.com/watch?v=FHtvDA0W34I

Goals

•  Primary goals: – Promote mission –  Inform publics –  Involve publics

•  Along with these goals, Red Bull was aiming to come away with a larger fan base

Tools Used in Stratos Campaign

•  Red Bull used a few social media tools to accomplish their goals: –  Youtube –  Facebook –  Twitter

•  They also incorporated the Red Bull Stratos website and Instagram

So, how well did Red Bull do in this campaign?

Youtube

•  Red Bull streamed the entire mission live on Youtube •  Accumulated 8 million concurrent views

–  Broke previous record for 500,000 views during 2012 Summer Olympics

•  Also gathered an additional almost 60,000 subscribers on October 10 (the date of the cancelled jump), and then an astonishing 87,801 more subscribers on jump day

Facebook

•  On jump day, the Red Bull Stratos Facebook gathered 900,000 interactions (likes/comments) and 83,000 shares

•  The status on the right, by itself accumulated over 21,000 comments, 51,000 shares and 489,000 likes

•  In a case study conducted by www.socialbakers.com, they estimated that for interaction, it reached 100x more people –  Estimated that the Red Bull Stratos Facebook page may have reached

over 50 million users

Twitter

•  Received around 20,000 interactions (Tweets) using the @redbullstratos handle on October 14 & 15

•  Hashtags were used more: –  #Livejump : over 600,000 Tweets –  #redbullstratos : over 400,000 Tweets –  #Stratos & # felixBaumgartner : each over 300,000 Tweets

•  Also had followers Tweet questions that could be answered at the live press conference after successful landing

Other Tools Used:

Instagram www.redbullstratos.com

References

•  Red-Bull-Stratos'-mission-to-the-edge-of-space-countdown-begins. N.p., n.d. Web. 21 Oct. 2012. <http://www.crossfitnittany.com/2012/10/15/tuesday-51/red-bull-stratos-mission-to-the- edge-of-space-countdown-begins/>.

•  Boies, Jason. "How Red Bull Stratos Successfully Soared Across Social Media." Cloud. N.p., 15 Oct. 2012. Web. 21 Oct. 2012. <http://blogs.salesforce.com/company/2012/10/how-red- bull-stratos-successfully-soared-across-social-media.html>.

•  "Epic Jump Gives Red Bull Wings In Social Media." Socialbakers.com. N.p., 19 Oct. 2012. Web. 21 Oct. 2012. <http://www.socialbakers.com/blog/970-epic-jump-gives-red-bull-wings-in- social-media>.

•  McGlaun, Shane. "Red Bull Stratos Skydive Rescheduled for Sunday." Red Bull Stratos Skydive Rescheduled for Sunday. O, 11 Oct. 2012. Web. 21 Oct. 2012. <http://

technabob.com/blog/2012/10/11/red-bull-stratos-rescheduled/> •  "See The Best Pics From Red Bull's #Stratos Instagram Feed | | In The Loop Social GroupIn The

Loop Social Group." See The Best Pics From Red Bull's #Stratos Instagram Feed | | In The Loop Social GroupIn The Loop Social Group. N.p., 9 Oct. 2012. Web. 21 Oct. 2012. <http://www.intheloopsocialgroup.com/see-the-best-pics-from-red-bulls-stratos-instagram- feed/>..