Red Bull Media House : MOBILE GIVES YOU WINGS: FROM BRAND TO MEDIA, BIG SCREEN TO SMALL

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Présentation de la division media de Red Bull, faite le 4 décembre 2012 à Miami lors du MEF, disponible en téléchargement à l'adresse suivante: http://www.mefmobile.org/files/MEF%20Americas%20Presentations/RedBullMediaHouse.pdf
L'intérêt de cette présentation c'est quelle souligne comment une marque est complètement devenu un média au point d'en oublier presque son produit originel l'energy drink. En savoir plus sur cette réflexion sur le blog d'1min30. www.1min30.com

Red Bull Media House : MOBILE GIVES YOU WINGS: FROM BRAND TO MEDIA, BIG SCREEN TO SMALL

  1. 1. MOBILE GIVES YOU WINGS: FROM BRAND TO MEDIA, BIG SCREEN TO SMALL Miami, December 4th, 2012 BernhardBernhardBernhardBernhard HafenscherHafenscherHafenscherHafenscher Head Digital Sales of Business Development Red Bull Media House, Salzburg, Austria (EU)
  2. 2. The #1 ENERGY DRINK. A premium brand selling billions every year in 164 countries. A LIFESTYLE BRAND that cuts across demographics and psychographics. A MEDIA COMPANY that produces and distributes content? RED BULL - WHAT IS IT ACTUALLY?
  3. 3. RED BULL MEDIA HOUSE - WHAT IS IT ACTUALLY? CONTENT SELECTION DISTRIBUTION VIEWERS READERS CONTENT COLLECTION www
  4. 4. CONTENT DIVERSIFIED REVENUE STREAMS 1. CONSUMER IMPACT 2. MEDIA CHANNELS PRINT TV GAMESWEB MOBILE APPS RED BULL MEDIA HOUSE - BUSINESS MODEL
  5. 5. RED BULL MEDIA HOUSE – 360°°°°MEDIA Red Bull Media House selects, creates and distributes premium content from the World of Red Bull RED BULL OWNED AND 3rd PARTY CHANNELS
  6. 6. RED BULL MEDIA HOUSE - SOCIAL MEDIA EDITORIAL INTEGRATION ON FACEBOOK AND TWITTER Targeting the Red Bull target group in every country to push Awareness and Image Activating new fans through competitions and games Showing the World of Red Bull with videos, images and comments from athletes and audience 34 MILLION FANS (NO 4 BRAND) 829.000 FOLLOWERS 474 MILLION VIEWS (NO 2 SPORTS CHANNEL)
  7. 7. Through operator partnerships Red Bull MOBILE delivers a sound offer consisting of handsets, tariffs, and access to the world of Red Bull. RED BULL MOBILE - THE OPERATOR MODEL HANDSETS TARIFFS WORLD OF RED BULL
  8. 8. RED BULL MOBILE – THE OPERATOR MODEL
  9. 9. Through platform partnerships Red Bull MOBILE delivers relevant content and also credibility. RED BULL MOBILE - THE PLATFORM MODEL
  10. 10. The Red Bull MOBILE portal offers access to the World of Red Bull, complemented with daily necessities. RED BULL MOBILE - PORTAL NEWS, WEATHER, SPORTS, … RED BULL CONTENT DOWNLOAD AREA & FREE BROWSING RED BULL TV. VIDEOS, APPS … News, weather, sports and other information are included from local providers Red Bull TV (daily 1 hr looped), videos from the World of Red Bull (25.000+ available) and apps Games, ringtones, music, pictures etc managed by operator to enable extra revenue opportunities Insights into the World of Red Bull such as news, events, interviews, heroes
  11. 11. Applications allow access to known und unknown arenas of the World of Red Bull. RED BULL MOBILE - APPS Hot Spot ViewerHot Spot ViewerHot Spot ViewerHot Spot Viewer Access to Red Bull through augmented reality CoachCoachCoachCoach Sports activity tracker CommunityCommunityCommunityCommunity UploaderUploaderUploaderUploader Share personal content through Facebook, Twitter, … Red Bull SalzburgRed Bull SalzburgRed Bull SalzburgRed Bull Salzburg Access to Red Bull‘s local soccer club Red Bull MusicRed Bull MusicRed Bull MusicRed Bull Music Academy RadioAcademy RadioAcademy RadioAcademy Radio Access to music, culture and projects Red Bull XRed Bull XRed Bull XRed Bull X----FightersFightersFightersFighters 3D stunt game Red Bull BC OnRed Bull BC OnRed Bull BC OnRed Bull BC On Break dance game Soapbox RaceSoapbox RaceSoapbox RaceSoapbox Race Wacky soapbox race game Red Bull FlugtagRed Bull FlugtagRed Bull FlugtagRed Bull Flugtag Flying machine game App LauncherApp LauncherApp LauncherApp Launcher Learn and update actual apps
  12. 12. RED BULL TV - WHAT IS IT ACTUALLY?
  13. 13. iOSiOSiOSiOS AndroidAndroidAndroidAndroid Linear TV in HDLinear TV in HDLinear TV in HDLinear TV in HD RedBull.tvRedBull.tvRedBull.tvRedBull.tv Globally RED BULL TV - DISTRIBUTION Smart TVSmart TVSmart TVSmart TV
  14. 14. THANKS FOR YOUR ATTENTION!

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