This document discusses Red Bull's social media marketing strategy. It notes that Red Bull uses social media to bring people to its product rather than bringing the product to people. Red Bull's target market is active young males aged 18-24. Red Bull uses social media for marketing events, influencer marketing with people like Jon Olsson, campus engagement through student brand managers, and its Red Bull Media House to promote all activities. The document discusses risks like competition and lack of integrated marketing and recommends keeping premium pricing but shifting focus to creatives, decreasing subtlety, and creating more emotional consumer connections.