Red Bull was founded in the 1980s by Dietrich Mateschitz after being inspired by functional drinks from East Asia. It contains ingredients to vitalize the body and mind and improve performance. In 1987, Red Bull launched in Austria and has since gained a 70% market share of the global energy drink market. Red Bull organizes extreme sporting events and uses social media to post engaging videos and images of these events. This generates widespread sharing and exposure for the brand on social networks. For example, Felix Baumgartner's stratosphere jump increased US sales by 7% in the months that followed the extensive social media coverage. Red Bull must continue innovating its social media strategy to maintain its title as the world's leading

1. The
World’s
Leading
Energy
Drink

2. Inspired by
functional drinks
from the Far East,
Dietrich
Mateschitz
founded Red Bull
in the mid 1980's.
It was made to vitalize body and
mind and to improve endurance,
alertness, concentration, and reaction
speed.
In 1987, on April 1,
Red Bull Energy Drink
was sold for the very
first time in its home
market Austria.
Red Bull holds a 70 percent share of the
world market for energy drinks, or
functional beverages, a category it was
largely responsible for building.

4. Find out how they maintain the
title of being “The World’s
Leading Energy Drink”.
How do they make use of
social media in their
advertisements?

5. Strategy
Red Bull organizes and creates sporting events where
talented athletes can perform their own skills and
ambition.
With the use of social media, they post images and
videos that focus on the extreme sports and athletes.
As a result of posting these eye catching images, the
post frequently clock up tens of thousands of ‘likes’ and
hundreds of comments.
The strategy seems to be to create these exhilarating
moments, then sit back and let consumers spread the
word on social networks.

8. “Stratos Effect”
Dubbed "the mission to
the edge of space," it
featured Felix
Baumgartner making a
freefall jump from 24 miles
above the earth.
In the six months
immediately following
Stratos, sales rose 7% to
$1.6 billion in the U.S.

9. Red Bull has a progressive strategy which
continues to evolve moving forward. Digital
and Social media will be the center of their
promotional campaign.
The audience expects a lot within this
technological era. Red Bull has to strive in
order to uphold the title of being “The
World’s Leading Energy Drink”.

10. References
• http://rickmulready.com/social-media-
success/
• http://www.business.umt.edu/Soba/fea
tureStories/redbullmarketing.aspx
• https://econsultancy.com/blog/62178-
how-red-bull-uses-facebook-twitter-
pinterest-and-
google#i.ho7v1w25aealv0
• http://www.referenceforbusiness.com/
history2/94/Red-Bull-Gmbh.html
• http://energydrink.redbull.com/facts-
red-bull