Prodigi red bull content_as_dna_for_zavoyko

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SMM и фиджитал. Завтра уже наступило.
Кампания для Red Bull Россия

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Prodigi red bull content_as_dna_for_zavoyko

  1. 1. Content as DNA By Oksana Zavoyko PRODIGI
  2. 2. everybody knows Red Bull Stratos
  3. 3. The awkward moment
  4. 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. 5. How?
  6. 6. Marketing engine
  7. 7. Marketing evolution Red Bull Media House – one step ahead Brand turned publisher First mover Classical ATL BTL PROMO … Content marketing Market
  8. 8. Brand fits my lifestyle
  9. 9. Our winning formula: Content + Contacts
  10. 10. Creation We do not advertise, we tell stories! In many formats!
  11. 11. Types of content Live News Clips Shows/ Magazines Documentaries
  12. 12. Exploitation
  13. 13. Redbull.RU - lifestyle online media 25 Different audiences 150 000 Unpaid visits/month 6 Content flows 6-10 Unique materials/per day
  14. 14. Redbull.RU - team structure
  15. 15. Social Media as TA’s habitat > 300 000 audience in general 320.324 audience of all groups (+300%) 40 mil. likes of inter.-l page 1500 Followers (+1000%)
  16. 16. Social Media as TA’s 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. 17. Red Bull King of the Rock
  18. 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. 19. Distribution
  20. 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. 21. Media Cooperation's
  22. 22. The only limit is the one you set for yourself
  23. 23. Kolesnikov Profile 2013
  24. 24. Questions and answers Our best things

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