Red bull is famous energy drink brand.
Red bull GmbH is Austrian company, created in 1987. It
is founded by Dietrich Matechitz.
Dietrich Matechitz experienced an pre-existing energy
drink Krating Daeng in Thailand, and he took over Krating
Red bull GmbH sell 4 billions cans in a year. This brand
has 40 percents of market share in energy drink market.
Most Korean know only original Red bull and the original Red bull is
famous in Korea. Especially the original Red bull is the Krating Daeng which
is the first energy drink in Thai.
Red bull Korea launched the Red bull sugar free recently because Korean
consumers are interest in losing weight and well-being.
Red bull Korea does not sell other Red bull series, but Red bull has Red
bull total zero, energy shot, cola, and red/blue/silver editions too.
Red bull does not focus on Television, magazine, and newspaper advertisement.
Red bull just emphasize “Red bull gives you wings.” through ATL advertisement.
Red bull’s goal is not only to purchase the products, but also to spread life style
which is matched with the concept of red bull.
Social Network Service is important in Red bull’s marketing.
Red bull supports many kinds of extreme sports and festival. Also Red bull
broadcasts the sports through Red bull TV, Youtube and Facebook. The most
popular example of broadcasting is space diving which sponsored by Red bull.
In the Red bull Facebook, Red
bull posts events, sports video
related with Red bull. we can
have information about the sports
or festivals. We also can
approach Red bull TV and games,
Red bull has 40,557,720 likes Red bull fan page.
Red bull updated averagely 14 times in a week.
Red bull does not posts about its product. We can only see product postings when
new product launched.
We can see much more video
contents than photo contents in
Main characteristic of Red bull
page is that the most of contents
are written in English because Red
bull does not have local page, so
all consumer in the world see
same Red bull page. We can gain
information about variety sports too.
This is a good example among
Korean posts. Extreme sports are not
popular in Korea, but many 20s have
interest in music festivals a lot.
Therefore Red bull could draw positive
response from Red bull fans.
The posts about space diving are
good examples of effective
contents. This post got 106,569
likes, 1572 comments and people
share it 5210 times.
People are interest in this
contents because space diving is
not familiar sports, and this sports
is realized by Red bull. Also Red
bull attract people to cheer the
man who dives in space through
This is a bad example. Many
people want to gain special
information or see unique sports
photo through Red bull fan page.
This post give just simple example
which can be found easily in
newspaper. Usually Red bull posts
got over than 10,000 likes but this
post got only 2,434 likes.
Link site Explain how to
participate in event.
This post about event is good example.
This post got 25,000 likes and people shared
this post 1,326 times. This event did not
make people just write comment, the event
gave people chance to join simple game
such as picture puzzle. This funny post can
make people click like.
Red bull often wrote comments. It
was not for interaction with Red bull
fan, but it was just for noticing more
information. Reading Facebook, we
can know that Red bull page does not
interact with Red bull fans actively.
I categorized in 4 parts : information, communication, personal, event. Information part of Red bull page is
the best, but communication is practiced very bad.
The Best –Information
Red bull differentiates other brands through unique contents. For example, if a person is the fan of
F1, he or she have lots of information about Red bull as well as F1, because Red bull emphasizes
that the brand is always with extreme sports such as F1. This process remind people of ‘Red bull
= sports, energetic, festvals’.
The Worst-Communication, Personal
Red bull interacts passively with its fans, because Red bull just focuses on sending facts about its
activity. Although Red bull fans ask something to get information about products on Facebook page,
they can not receive answer rapidly. Red bull fan wants to communicate with Red bull, and does
not want just to take a information.
As a result, Red bull have to maintain offering the information about rare sports and festivals which are
supported by Red bull. Red bull tries to learn how to communicate with consumers because if Red bull keeps
on just posting only information, people who do not like sports and festivals will avoid to visit Red bull’s fan
page. Generally, there are some pros and cons in Red bull page, but Red bull does a good work, because
Red bull succeeds in standing out above lots of brands.
Competitors of Red Bull
HOT6ix – HOT6ix is a Korean energy drink Brand. This brand sells much
more products than Red bull in Korea. HOT6ix Facebook page has 50,340
Coca-Cola – Coca-Cola is the most famous brand in beverage market in
the world. There are 74,103,850 likes in Coca-Cola Facebook page.
HOT6ix often gives quiz events to HOT6ix
fans, and it attracts people to participate to
the events. Red bull makes people become
curious about new HOT6ix series through this
post. 131 people wrote comments to answer
The biggest characteristic of
HOT6ix fan page is interaction.
HOT6ix page treat people with
familiarity like a friend, so this page
let people visit the page again and
again. HOT6ix fans feel interesting in
this page, because they can know
HOT6ix pays attention to every
HOT6ix often leaves unimportant
messages but always adds ‘ Let’s
drink Hot6ix because this is
Monday!’. Kinds of these contents
make people enjoy this page
comfortable and funny.
Coca-Cola page also
offers information. The
page does not have
information about product
or promotions a lot, but
information in Coca-Cola
page is fun and make
people recognize CocaCola unconsciously.
lantern posts, Coca-Cola
gathered 93 likes and
many people bought
Coca-Cola to make the
The most impressive point in Coca-Cola page is that fans are also
able to participate in process to upload posts. Therefore fans utilize the
bottles of Coca-Cola other ways or change the design and boast it to
Coca-Cola share videos in Coca-Cola Facebook page. We can see
Coca-Cola products or characters, logos in the most of Coca-Cola
videos. The videos reflect values and images pursued by Coca-Cola.
Red bull has lots of unique
contents such as festivals and
Red bull uploads usually visual
People are tired of seeing product
Through internet developed,
people become much more
accustomed to visual contents than
We can not found the information
about Red bull product easily.
To find relation between products
and contents is too difficult.
These days people use Facebook
pages more than company’s home
page to gain product information
Korean do not interest in extreme
Similarity – I can know that all of 3 brands are focus on visual contents
such as photo or video. Visual contents can attract people to pay
attention easier and their response to posts is better.
Difference – Competitors interact more actively in Facebook fan page.
HOT6ix and Coca-Cola communicate with fans through both comment
and posts. 2 brands allow fans to come in composing the brands’ page.
Red bull page concentrates on broadcasting and informing support activity,
but competitors post contents highly related with products.
Comparison – I realize that Red bull use Facebook page differently.
Competitors use Facebook page to communicate with their fans, but Red
bull utilize it as a broadcaster. Red bull provides unique information and
Red bull suggest new culture through it.
• People access to Red bull page to see the sports videos or gather
festival information which are only in Red bull page. Thus, the
information which can be find in TV news is not suitable contents.
• Red bull launched Red bull light in Korea, but many people do not
know the Red bull light exists yet therefore Red bull need to inform
about new product actively.
• Emphasize that all contents are related with Red bull.
• Ask hello to Red bull’s fans at least once a week.
• Example) This is Friday! If you have any appointment with friends,
let’s drink Red bull and become more energetic!
• People have special recipes using Red bull. If Red bull gathers the
unique recipes and post on page, Red bull can appeal products to
• Respond to each fans through comments, because People use
Facebook to interact well with Red bull.
• Have events such as quiz or prize draw at least once a month.
• Example) Give a ticket to biggest Red bull fan, and the ticket is used
for the festival opening by Red bull. It makes people communicate
with Red bull much more actively.