Red Bull is the most popular energy drink brand in the world. It was founded in 1987 by Austrian entrepreneur Dietrich Mateschitz who had the idea after drinking an energy drink in Thailand. Red Bull uses aggressive international marketing including sponsorship of sports teams and events. On social media, Red Bull's Facebook page has over 23 million fans and it dominates competitors on Twitter and LinkedIn. The summary provides a high-level overview of Red Bull's history, products, marketing strategies, and social media presence.

1. Team Diablo Presents: Red Bull
Do you have wiiings?
Alex Ahlgrim, Cierra Gilchrist,
Kelly Heaphy, Ta’Shara Roberts,
Kira Wade

2. A Little Bit of History
• Austrian Dietrich Mateschitz
– 260th richest person in the world
– Net worth of $5.0 billion
• Bought the product in 1987 and released into
market with a silent partner

3. Some Fun Facts
• Most popular energy drink
– $2.2 billion in 2010
– Over 4 billion cans sold worldwide in 2010
• Available in a few varieties
– Red Bull
– Sugar-free Red Bull
– Red Bull Cola
– Energy shots

4. Marketing
• Slogan: “Red Bull gives you wings.”
• Very aggressive on an international scale
• Target market is young males
• Traditional and modern advertising

5. Sponsorship and Events
• Tournament sponsorship
– Red Bull Air Race
– Flugtag
• Owner of many sports teams including:
– Red Bull Racing
– Scuderia Toro Rosso
– Red Bull New York
• Celebrity Endorsements
• Record Label

6. Facebook Dominator
• Ranked #1 out of Top 10
Facebook pages
• Smart feature on their
landing (welcome) page
• Paid close attention to
Call To Action

7. Red Bull’s Facebook Active Users
• Over 23 million fans
• 40,000 DAU (Daily
Active Users
• 850,000 MAU (Monthly
Active Users)

8. Fans Interaction
• Know who their target
audience is and exactly
what they want
• Interact with fans
through games, mobile
apps and Red Bull TV
• Red Bull’s apps page on
Facebook have
approximately 500
monthly users

9. Twitter Powerhouse
• 401,687 Followers
– Monster has 117,864
• 8,211 Tweets
• Leading energy drink
presence on Twitter

10. Red Bull Stash
• Targeted toward college
students
• The twitter page
updated followers of
where the Red Bull
might be hiding
• The domain traffic for it
was 51 with 361,871
visitors

11. LinkedIn to
Positive • Post all current job
• Professional Social positions
Media Presence • Recent activity shows
newly hired employees
Competitive Match-up
• Most followers for • 12,880 followers
company page
• Most registered • 2932 Employees
employees

12. LinkedIn to

13. Get More LinkedIn
• Negative
– Aren’t using as a way to advertise the brand
• Recommendations:
– Use LinkedIn as an opportunity to advertise like
AT&T
– Use as avenue to publicize upcoming events

14. StumbleUponNew Ideas
• 1,149 pages for Red Bull in all users favorites
– Most Views:

15. What Else to StumbleUpon
• Over 6.7 million unique
visitors each month
onStumbleUpon
• 280,000 clicks from
Google during
September
• Monitor the number of
clicks for each Red Bull
event or topic