A Little Background First

BaumgartnerAdventurous spirit CLICK THE VIDEO TO WATCH

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A Little Background First

BaumgartnerAdventurous spirit

RedbullExtreme lifestyle Image

A Little Background First2005

Free fall from the stratosphere

Planned altitude of 120,000 feet

Named The RedBull Stratos project

Transcending “human limits that have existed for 50 years.”

Stratos Timeline

• 2005– Groundwork Laid

• 2007– Art Thompson : recruitment for the team – Capsule development begins

• 2008– Joe Kittinger joins the Stratos team

• 2009– Parachute development begins– high altitude balloons secured

• 2010– Wind tunnel testing

Stratos Timeline

• 2012– Launch site: Roswell, New Mexico Revealed– First manned test– First manned test complete in March: Successful

jump from 71,615 feet– Second manned test July:97,063– Oct 14: Final Jump from 128,000 feet

Financial Implications

• Raised Red Bull's profile as the brand looks to expand in core markets

• As well as newer targets such as Brazil, Japan, India and South Korea

• Six months immediately following Stratos, sales rose 7% to $1.6 billion in the U.S

• 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

From the Horses Mouth• Sponsorship transcended sports and entertainment into popular culture

– It reaffirms that Red Bull doesn’t just sponsor events, it creates them• Brand placement was ubiquitous

– You can't get a photo of Felix without the Red Bull logo and you can't talk about him without talking about Red Bull Stratos - Ben Sturner

• By streaming it live on its YouTube channel Red Bull retained full control over broadcasting rights for the event

• Red Bull had been planning the event for 7 months– began building audience anticipation via its YouTube channel back in February

2012– uploading teaser videos on a weekly basis, which accrued over 27 million views

before the live event– Facebook and Twitter to build hype

• Photos of the Austrian skydiver’s preparation • A computer-generated simulation of the leap

How Redbull was different

• 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

The Social Buzz• 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• At its apex, some 1% of all online conversations worldwide were

about Baumgartner, Red Bull and the Stratos Mission: 54% on Twitter, 26% on Facebook, 6% on blogs and 14% on other video sites

The Social Buzz

• 2,000,000 new subscribers acquired

The Social Buzz

• 820,000 pieces of extremely positive content created

The Social Buzz

• 400% increase over average length of consumer engagement

The Social Buzz

• 50,000 distinct links shared

The Social Buzz

• 61,634,000 trusted impressions generated

The Stratos Effect

Before

• Product use is the largest driver of conversation (50%) – 21% discuss consuming Red

Bull to increase productivity, while 17% cite social uses of the energy drink

• 26% represents direct consumer engagement with the brand slogan: “Red Bull Gives You Wings”

• Major criticisms include product taste and health concerns (16%)

Stratos

• Live consumer reactions to the • space jump were overwhelmingly • positive, driven by sheer awe

(39%) • B. 28% praised the marketing • ingenuity of Red Bull’s sponsorship • • 15% associated the event with

the • product’s energy boost and brand • messaging, inspiring consumption • C. Surprisingly, daredevil Felix • Baumgartner only garnered 7% of • discussion focus

After

• In the weeks following Stratos, Red Bull product use discussions surge

• Discussion around drinking and needing Red Bull maintained 7% increase for three months after the event

Key Takeaways

• PRE-PROMOTION• ABUNDANT, HIGH-QUALITY CONTENT• PLATFORM SPECIFIC CONTENT• INVESTMENT• COMMUNITY INVOLVEMENT• STORYTELLING