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Red Bull Stratos Jump

Baumgartner
Adventurous spirit

CLICK THE VIDEO TO WATCH
THE EXCLUSIVE GO PRO VIDEO
A Little Background First

Baumgartner
Adventurous spirit

Redbull
Extreme lifestyle Image
A Little Background First
2005
Free fall from the stratosphere
Planned altitude of 120,000 feet
Named The RedBull Stratos ...
Stratos Timeline
• 2005
– Groundwork Laid

• 2007
– Art Thompson : recruitment for the team
– Capsule development begins

...
Stratos Timeline
• 2012
– Launch site: Roswell, New Mexico Revealed
– First manned test
– First manned test complete in Ma...
Financial Implications
• Raised Red Bull's profile as the brand looks to
expand in core markets
• As well as newer targets...
From the Horses Mouth
• Sponsorship transcended sports and entertainment into popular culture
– It reaffirms that Red Bull...
How Redbull was different
• More than PR/marketing stunt, Redbull
focused on telling the story of Felix
Baumgartner's life...
The Social Buzz
•
•
•
•
•
•
•
•
•
•

Red Bull Stratos on YouTube live had 8 Million Concurrent Views
Two threads about the...
The Social Buzz
• 2,000,000 new subscribers acquired
The Social Buzz
• 820,000 pieces of extremely positive content
created
The Social Buzz
• 400% increase over average length of
consumer engagement
The Social Buzz
• 50,000 distinct links shared
The Social Buzz
• 61,634,000 trusted impressions generated
The Stratos Effect
Before
• Product use is the largest
driver of conversation (50%)
– 21% discuss consuming Red
Bull to increase productivity...
Stratos
•
•
•
•
•
•
•
•
•
•
•

Live consumer reactions to the
space jump were overwhelmingly
positive, driven by sheer awe...
After

• Discussion around drinking and
• In the weeks following Stratos,
needing Red Bull maintained 7%
Red Bull product ...
Key Takeaways
•
•
•
•
•
•

PRE-PROMOTION
ABUNDANT, HIGH-QUALITY CONTENT
PLATFORM SPECIFIC CONTENT
INVESTMENT
COMMUNITY INV...
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Red Bull Stratos Jump and Social Media

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The Red Bull Stratos Jump was one of the most widely watched stunt performances in the world. Learn how Red Bull utilized this jump to catapult its brand in the social media realm. The results are truly fascinating! USE THIS LINK TO WATCH THE EXCLUSIVE GO PRO STRATOS JUMP http://www.youtube.com/watch?v=dYw4meRWGd4

Published in: Marketing, Technology, Business
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Red Bull Stratos Jump and Social Media

  1. 1. Red Bull Stratos Jump Baumgartner Adventurous spirit CLICK THE VIDEO TO WATCH THE EXCLUSIVE GO PRO VIDEO
  2. 2. A Little Background First Baumgartner Adventurous spirit Redbull Extreme lifestyle Image
  3. 3. A Little Background First 2005 Free fall from the stratosphere Planned altitude of 120,000 feet Named The RedBull Stratos project Transcending “human limits that have existed for 50 years.”
  4. 4. Stratos Timeline • 2005 – Groundwork Laid • 2007 – Art Thompson : recruitment for the team – Capsule development begins • 2008 – Joe Kittinger joins the Stratos team • 2009 – Parachute development begins – high altitude balloons secured • 2010 – Wind tunnel testing
  5. 5. Stratos Timeline • 2012 – Launch site: Roswell, New Mexico Revealed – First manned test – First manned test complete in March: Successful jump from 71,615 feet – Second manned test July:97,063 – Oct 14: Final Jump from 128,000 feet
  6. 6. Financial Implications • Raised Red Bull's profile as the brand looks to expand in core markets • As well as newer targets such as Brazil, Japan, India and South Korea • Six months immediately following Stratos, sales rose 7% to $1.6 billion in the U.S • 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
  7. 7. From the Horses Mouth • Sponsorship transcended sports and entertainment into popular culture – It reaffirms that Red Bull doesn’t just sponsor events, it creates them • Brand placement was ubiquitous – You can't get a photo of Felix without the Red Bull logo and you can't talk about him without talking about Red Bull Stratos - Ben Sturner • By streaming it live on its YouTube channel Red Bull retained full control over broadcasting rights for the event • Red Bull had been planning the event for 7 months – began building audience anticipation via its YouTube channel back in February 2012 – uploading teaser videos on a weekly basis, which accrued over 27 million views before the live event – Facebook and Twitter to build hype • Photos of the Austrian skydiver’s preparation • A computer-generated simulation of the leap
  8. 8. How Redbull was different • 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
  9. 9. The Social Buzz • • • • • • • • • • 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 At its apex, some 1% of all online conversations worldwide were about Baumgartner, Red Bull and the Stratos Mission: 54% on Twitter, 26% on Facebook, 6% on blogs and 14% on other video sites
  10. 10. The Social Buzz • 2,000,000 new subscribers acquired
  11. 11. The Social Buzz • 820,000 pieces of extremely positive content created
  12. 12. The Social Buzz • 400% increase over average length of consumer engagement
  13. 13. The Social Buzz • 50,000 distinct links shared
  14. 14. The Social Buzz • 61,634,000 trusted impressions generated
  15. 15. The Stratos Effect
  16. 16. Before • Product use is the largest driver of conversation (50%) – 21% discuss consuming Red Bull to increase productivity, while 17% cite social uses of the energy drink • 26% represents direct consumer engagement with the brand slogan: “Red Bull Gives You Wings” • Major criticisms include product taste and health concerns (16%)
  17. 17. Stratos • • • • • • • • • • • Live consumer reactions to the space jump were overwhelmingly positive, driven by sheer awe (39%) B. 28% praised the marketing ingenuity of Red Bull’s sponsorship • 15% associated the event with the product’s energy boost and brand messaging, inspiring consumption C. Surprisingly, daredevil Felix Baumgartner only garnered 7% of discussion focus
  18. 18. After • Discussion around drinking and • In the weeks following Stratos, needing Red Bull maintained 7% Red Bull product use discussions increase for three months after the surge event
  19. 19. Key Takeaways • • • • • • PRE-PROMOTION ABUNDANT, HIGH-QUALITY CONTENT PLATFORM SPECIFIC CONTENT INVESTMENT COMMUNITY INVOLVEMENT STORYTELLING

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