2. Introduction
oRedbull can be called as a pioneer in the energy drink category.
o The brand came into existence in 1987.
o Red bull energy drink vitalizes body and mind.
o It has been developed for people who want to have:
• a clear and focused mind
• perform physically
• are dynamic and performance oriented whilst also balancing this with a fun
and active lifestyle.
3. “One small jump for Red Bull, one giant leap for business
marketing.”
Red Bull Stratos may be the most successful marketing campaign
of all time.
4. “REDBULL Startos Mission Campaign”
- Red Bull Stratos was a space diving project involving
Austrian skydiver Felix Baumgartner.
- On 14 October 2012, Baumgartner flew approximately 39
kilometres (24 mi) into the stratosphere over New Mexico, United
States, in a helium balloon before free falling in a pressure
suit and then parachuting to Earth.
- The total jump, from leaving the capsule to landing on the
ground, lasted approximately 10 minutes
6. Reaching 1,357.64 km/h (843.6 mph), Baumgartner broke the
sound barrier on his descent, thus becoming the second human to
do without any form of engine power.
7. Baumgartner broke the unofficial
record for the highest manned
balloon flight of 17,640 m
(123,491 ft).
He broke the record for the
highest jump set in 1960 by
retired USAF Colonel
Joseph Kittinger, who
was Baumgartner’s Mentor
and capsule communicator
at mission control.
9. The purpose of the Red Bull Stratos mission is to “transcend
human limits”.
brings together the world's leading minds in aerospace
medicine, engineering, pressure suit development, capsule creation &
balloon fabrication.
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
Campaign Objectives
10. Financial Implications
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
Raised Red Bull's profile as the brand looks to
expand in core markets and also BRAZIL, JAPAN,
INDIA & SOUTH KOREA
Six months immediately following Stratos, sales
rose 7% to $1.6 billion in the U.S
12. SOCIALMEDIA 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
13. Why did this work so WELL for Red Bull?
- They were brave and aimed high. Ambitious campaigns can be
created for any company, even without massive funds.
“Red Bull has hopefully inspired
marketers to demand more from
ourselves. Sure, not all companies
have the budget to send a man into
space, but everyone has the
capacity to set themselves a higher
standard and not just settle for a
mediocre concept,”
14. - They had a captivating story. All issues that were encountered
along the way were used to Red Bull’s advantage. This was done
by sharing their experiences along the way with their audience.
“The reason the Red Bull story
was so compelling was
because it was so dramatic,
and let’s face it, there were
many times it looked like it
wouldn’t happen… Red Bull
had the guts to show it,”