Red Bull has been long known in the marketing industry for their association with extreme sports sponsorships often linking them to adrenaline seeking stunts and athletes. The world was introduced to this concept with the Red Bull Stratos event featuring Austrian adventurer, Felix Baumgartner on October 14, 2012 with the world’s biggest jump from 128,100 feet, breaking the speed of sound (Red Bull Stratos.com). Although the data on the Red Bull Stratos website is mostly scientific, marketers around the world have written tons of articles about the content marketing lessons that can be learned from Red Bull.
With over 5,000 videos and 50,000 photos, Red Bull Media house has become a case example of the emerging trend of brands becoming more like media companies (Source: Mashable, Preview Networks Blog). Digital content has become the currency that drives audience, engagement and eventually revenue opportunities. It begins with the development of a good story and then capturing content worth sharing (Source: Econsultancy). Whenever there is interesting content, it increases the options a brand has to capitalise on it according to the Content Marketing Maturity Model from Altimeter Group (Source: Mashable). However, the key is subtlety, or developing contextually relevant content around the brand itself.
“Red Bull has introduced its content marketing around and about the product, but it is never directly correlated to the drink itself. Nobody is going to go to a website and spend 45 minutes looking at video about a drink. But Red Bull has aligned its brand unequivocally and consistently with extreme sports and action. They are number-one at creating content so engaging that consumers will spend hours with it, or at least significant minutes” Rebecca Lieb, Altimeter Group.
The energy drinks latest adrenaline-junkie event series is the Cliff Diving World Series 2013 events happening around the globe. It kicks off in France in May, stops by our very own in Denmark in June, and continues onto Portugal, Italy, USA, UK, Brazil and ending in Thailand in October (Source: RedBull.com). Check out the video above for a taste of that great content marketing everyone is raving about which we have syndicated to sports and entertainment publishers in Denmark such as On Side, Kino.dk, and EkstraBladet.
About Preview Networks
Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth. Acquired by Rightster in February 2013, our combined offering strengthens video distribution, marketing, and monetisation services globally.