You may not have drunk this functional drink, but I think you must have heard of its name - Red Bull .
As one of the most popular energy drinks in the world, in 2019, Red Bull sold a total of 5 billion Red Bull energy drinks worldwide. As of 2020, the company's global revenue was 6.31 00 million euros.
Many times, such a seemingly "serious" business company is undoubtedly very extreme in marketing, both literally and metaphorically.
It is happy to sponsor a group of "extreme madmen" who like to test crazy on the edge of death, and to conduct the most hardcore brand marketing in a way that makes adrenaline soar.
Red Bull (Red Bull) is an energy drink company from Austria , founded in 1987.
At that time, a young man from Austria Mathitz found a special energy drink in Thailand that refreshed people. He was very inspired. After returning to China, he successfully developed the first multifunctional drink by modifying several ingredients to suit the taste buds of Westerners and named it Red Bull.
was the first and only energy drink at that time. Founder Matshitz abandoned the traditional advertising TV marketing method and directly locked the user group in different university parties, bars, cafes and even libraries with a target audience of 18 to 35 years old. At these events and locations, people can get free sample trials.
Facts have proved that this method is very efficient in spreading, and young people have begun to discuss this fresh multifunctional beverage widely and gradually become popular among these groups. Later, Red Bull began to sponsor music festivals, sports events and events, and created high-quality content, which gradually made the company famous and quickly entered the international market.
However, as a single beverage brand, if you want to fight against other well-known brands in the international market, you must find new ways and catch the attention of consumers.
So, Matshitz aimed at the most adrenaline-prone extreme project, not only invited extreme athletes to endorse, but also began to sponsor high-risk sports such as F1 racing , iceberg climbing, gliding, skydiving, and wing-suit flight .
As of 2012, Red Bull sponsored 600 extreme athletes around the world, involving 160 thrilling sports events. This wave of sensation really made the unknown Red Bull popular all over the world with the soft popularity of "Red Bull gives you wings", and has been rated as the most valuable brand in the world of for several consecutive years.
Over the past few decades, Red Bull has accumulated a large number of Red Bull suicide squads who like to "live back and forth on the verge of death". Any event involving the "reincarnation movement" will never be separated from the figure of Red Bull.
Some netizens even joked that Red Bull has never disappointed people in the matter of "death of various tricks".
In 2012, Red Bull launched a world-renowned challenge - the Red Bull Stratos Project.
This challenge is only to prove whether people can break through the sound barrier when they move freely.
Challenger is Austrian extreme skydiving athlete Felix Baumgtner. He rode helium balloon and flew directly to the stratosphere, at the edge of space 38,969 meters above the ground, silently recited the Virgin Mary in his heart,
and then jumped down.
This jump not only verifies that people can break the speed of sound in free fall , but also breaks three official world records
gained 8 million views on the same day, and the live video was successfully selected as one of the top ten virus videos of the year in "Advertising Age".
As Red Bull, who is just a side job selling beverages, his main business has always been exploring the limits of human beings' death.
ordinary mountain bike challenge is too boring?
at least that's what Red Bull thinks.
So it was a big fight and started a cliff bicycle challenge-
Fancy bicycle competition is too mediocre?
at least that's what Red Bull thinks.
so it set up a helicopter extreme somersault challenge...
even the plane takes off can be made into a extreme sports —
In September 2021, Italian special pilot Dario Costa flew the Zivko Edge 540 aircraft to complete the "flying through the tunnel" challenge.
You should know that this kind of challenge is a bet on life. As long as there is a slight tremor in the process, it will basically end up with the destruction of the plane.
in one sentence: takes off successfully and turns into ashes in failure.
or more are actually just the tip of Red Bull's iceberg in the field of extreme sports. Judging from the facts, it is not an exaggeration to say that Red Bull sponsors half of the world's extreme sports.
If you want to ask how much Red Bull likes to break records, I don’t know.
But if you want to talk about Red Bull’s marketing secret, it will definitely be related to the “Red Bull Media Home” that you created.
Red Bull Media House was established in 2007 and involves record companies, documentary shooting, film production, etc. It is also understood that the company has experts from various fields including writers, athletes, editors, directors, etc., with a total of more than 135 employees.
It can be said that from the project challenge to global live broadcast, the whole process is done by our own people, so that middlemen will not make the difference...
On YouTube, Red Bull has more than 10 million subscribers so far, Instagram has 15 million followers, Instagram, 48 million likes on Facebook, and more than 2 million followers on Twitter. On the oil pipe, their official channel's highest video playback volume even reached 155 million times.
Coca-Cola Former vice president of global marketing Javier Sanchez Ramiras once described Red Bull this way:
"Red Bull has established an exclusive network of extreme sports with its own and new brand commitments (RedBull gives you wings) as the main content. But what is shocking is that the fees paid by Red Bull for this are a drop in the bucket compared to traditional advertising sponsorship, but the benefits obtained are immeasurable."
Most people have mixed opinions on Red Bull's views on marketing by sponsoring extreme sports.
Some people think that Red Bull is using high salaries to tempt athletes to work hard for him and attract public attention to earn traffic. Some people think that Red Bull has always pursued the true meaning of extreme sports, challenging itself, breaking through itself and discovering the limits of human beings, and also creating many miracles that still feel incredible today.
However, Red Bull founder Matt Shitz does not think that, he once said:
"The establishment of Red Bull Media Studio does not mean that Red Bull wants to transform from the beverage industry to the media industry. All we do is to improve the value and image of the Red Bull brand and convey Red Bull's healthy energy lifestyle."
It seems that compared to bringing products to consumers, Red Bull is more inclined to tell consumers with sports:
You see, life is to always be passionate and passionate. Young people, live the way you like, as long as you think it is cool enough, that's enough.
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pictures are collected from the Internet.
