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Red Bull- Stratos Campaign

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Red Bull- Stratos Campaign

  1. 1. Presented By: Amritpal Singh Bedi PGCM4/1404
  2. 2. 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.
  3. 3. “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.
  4. 4. “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
  5. 5. 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.
  6. 6. 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.
  7. 7. This is how the Campaign looks like…
  8. 8.  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
  9. 9. 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
  10. 10. Impact of the Campaign The Social Buzz
  11. 11. SOCIALMEDIA  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
  12. 12. 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,”
  13. 13. - 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,”

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