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Red bull stratos nouveau modèle d'impact

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Red bull stratos nouveau modèle d'impact

  1. 1. Bienvenuedans un nouveau modèle d’impact18 Octobre 2012 – Havas Media – Planning Stratégique
  2. 2. Un impact Earned recordpendant l’événement...• 8 millions d’internautes connectés sur le live YouTube aumoment du saut. 16 fois le précédent record, détenu parGoogle pendant les J.O• 2.000 tweets/seconde ont circulé pendant le saut• En moins de 40 minutes, la photo du saut a été partagée29.000 fois, likée 216.000 fois et commentée 10.000 fois surFacebook• Diffusé en TV sur plus de 40 networks, dans 50 pays. EnFrance, BFM TV avait l’exclusivité : 1,7m de téléspectateurs,record de la chaîne à cet horaire (6,4% de PDA)
  3. 3. ...avant et après l’événement • Le coût du saut est estimé à 50 millions €, 100 scientifiques mobilisés pendant 7 ans • La chaîne YouTube Red Bull Stratos compte plus de 787.000 abonnés et plus de 425millions de vidéos vues • 252.000 followers •730.000 fans, ils étaient 45.000 il y a 2 semaines soit x16 • Trop tôt pour valoriser les retombées média, mais on parle déjà d’un milliard de dollars au niveau mondial • Et en France, 2.300 sujets recensés le lendemain du saut, tous médias confondus dont 9,5% à la TV
  4. 4. Un Earned attribué à Red Bulldans le volume de requêtes Requêtes record pour Red Bull Des requêtes aussi fortes sur la marque que sur l’événement Saut Le nombre 100 correspond Annonce du saut au volume de recherche maximal
  5. 5. Un Earned attribué à Red Bullau niveau du buzz Près de 6 000 verbatims enregistrés
  6. 6. L’événement booste Red Bullface à ses concurrents... Requêtes record pour Red Bull
  7. 7. ...aussi énormes soient-ils
  8. 8. Un Earned au delà du digital Equipe de Base Jump Red Bull sur le plateau du Grand Journal accompagnée de P.Baudry – Canal+ - 15/10/12 le lendemain du saut
  9. 9. Un Earned qui inspire les marques...
  10. 10. ...et les internautes Des fans de Lego réinterpètent le saut en stop motion
  11. 11. Comment Red Bull en est arrivée là ?
  12. 12. Les sports extrêmes,l’ADN Owned Media de Red Bull • Red Bull dépenserait 30% de son CA (4,25 milliards € en 2011) dans le sponsoring sportif • La marque organise 500 manifestations sportives par an dans le monde • Très souvent tournées vers les sports extrêmes : Red Bull Cliff Diving (plongeon), Red Bull Crashed Ice (course de patins à glace), Red Bull Air Race (voltige)... • Présente aussi dans les sports plus “classiques” : le football avec les équipes des Red Bulls de NYC, le Red Bull Salzbourg, la F1 avec l’écurie Red Bull • Championne du monde des constructeurs 2010 & 2011 avec des retombées médias valorisées à 148,7 millions € en 2011
  13. 13. Felix Baumgartner,le meilleur VRP du monde•Un partenariat juste (vs la marque)et fort/long terme (vs projet de F.Baumgartner)qui se substitue à un investissement Paid Media• Cela fait plus de 10 ans que F.Baumgartneret Red Bull font tomber les records• Une dizaine de records du monde établis depuis 1999,toujours sponsorisés par Red Bull• Felix a 1,3 millions de fans Facebook. Il en avait 25.000 ilya 10 joursBrésil - 2001 Angleterre - 2003 Japon - 2007
  14. 14. Un impact qui permetd’entretenir le Earned...• Un documentaire de 90 minutes dédié à Red Bull Stratos est encours de réalisation par la BBC et National Geographic et va êtrediffusé d’ici un mois en TV sous licence BBC Worldwide• La marque va analyser les données collectées durant l’opération• Les instruments qui ont permis à F.Baumgartner de réussir son saut(ballon, casque, bottes, gants, capsule) vont être brevetés “Red Bull”• En attendant, on peut acheter les produits dérivés pour entrer aussidans l’histoire ou la BO du saut sur iTunes La BO du saut sur iTunes – Le son ici
  15. 15. Screenshot du compte Twitter Red Bull Sources : Le Figaro Challenges Kantar Sport Médiamétrie Synthesio France Google Trends France The Telegraph

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