Friday, July 22, 2016

Looking for Inspiration: Excerpts About Content Marketing (Red Bull Case Study)

"Red Bull is a media company that happens to sell energy drinks", quote attributed to Red Bull’s Austrian founder Dietrich Mateschitz.

Brands such as Red Bull and GoPro are the content marketing pillars who have created the foundations of what a great content marketing strategy is all about! (Julia McCoy. SocialMediaToday, 2015). Red Bull focus on the audience and what is important to them and what made them passionate about their scene, their sport.

"One of the major ways Red Bull wins in content marketing is that they always put their customers first. This is a great way to interact with their client base and make people feel welcome. While their customers might not necessarily participate in extreme sports or the other events Red Bull sponsors, their client base still enjoys watching them. The company states that the product is completely secondary. What comes first is what the customer wants and how the company can deliver and meet those wants and needs", (Julia McCoy. SocialMediaToday, 2015).

Red Bull Media House is a subsidiary media company launched in Austria in 2007. It has produced a website, a TV Channel (Red Bull TV is a digital video service that features inspirational programming from the world of Red Bull in live global events and an extensive selection of sports, music and lifestyle entertainment), TV programs (No Limits on ESPN), over 89 films of varying length (That's It, That's All, The Art of Flight), magazines (The Red Bulletin),  and a steady diet of Web videos featuring snowboarders, rally cars, surfers, cliff divers, and concerts.
The Red Bull Media House takes care of all the major parts of Red Bull’s content marketing, including their presence on social media sites such as Facebook, Instagram, Twitter, Google+, and YouTube. (5,301,687 subscribers and 1,498,199,460 views -July 22, 2016- on YouTube make Red Bull Media House one of the top five producers of sports content in the world).
Red Bull Media House fully integrates social media marketing into every project.
"Red Bull understands the need for multiple content formats because they understand people consume it differently",  (Julia McCoy. SocialMediaToday, 2015).
The brand was an early adopter of social media, though paid media, including TV buys, remain a part of the mix.

"The launch of Red Bull Media House marked the first time a brand truly transcended from being an advertiser (tangential to the feature story) to becoming the feature story itself", (Doug Zanger. The Drum, 2016).

Take a look at Red Bull's Stratos. Dubbed "the mission to the edge of space," the Stratos campaign featured Austrian Felix Baumgartner making a freefall jump from 24 miles above the earth. The jump broke the world record for a freefall jump from 128,100 feet (39,045 meters) and he became the first human to break the sound barrier without engine power. This scientific mission was the basis of exceptional content opportunities that could be leveraged across media assets, (Natalie Zmuda. AdAge, 2013).

Red Bull's creation of content that has stimulated word of mouth (WOM) and advocacy has been outstanding and Stratos is a great example of engagement. Arun Hozack, Vice President of Marketing at Red Bull North America, said the 'Stratos' event, was a natural outgrowth of the company's strategy.
"Personal interactions, athlete sponsorship, event participation and word-of-mouth has always been a part of our DNA", he said. "Social media in recent years is a natural evolution of our strategy and has amplified engagement".
The event was carried on nearly 80 TV stations in 50 countries. Red Bull Media House, the brand's global media company, even earned a Sports Emmy for "Outstanding New Approaches - Sports Event Coverage" that year.
Stratos undoubtedly raised Red Bull's profile as the brand looks to expand in core markets like Western Europe and the U.S., as well as newer targets such as Brazil, Japan, India and South Korea. It also raised sales. In the six months immediately following Stratos, sales rose 7% to $1.6 billion in the U.S., according to research firm IRI.
According to the private company, 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, (Natalie Zmuda. AdAge, 2013).

Finally, "one thing Red Bull and GoPro knows is that a successful partnership can make for an even more successful product. Just how did Red Bull capture some of their more amazing stunts? How did GoPro get the funding to sponsor well-known athletes? The two companies joined teams and have created some incredible content together", (Julia McCoy. SocialMediaToday, 2015).

Thursday, July 21, 2016

Looking for Inspiration: Excerpts About Content Marketing (GoPro Case Study)

Companies are increasingly focused on consistently engaging their customers with compelling content that attracts audiences, creates value, and has opportunities for interaction.
"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience - with the objective of driving profitable customer action". (Content Marketing Institute, 2014).

Brands such as Red Bull and GoPro are at the forefront of content marketing. They engage with audiences by providing rich and compelling content that does not have a 'hard sell approach,' and is focused on creating a connection and a true value exchange with their audiences.
"The power of our content from a branding perspective is that it is branded content without the traditional branding, (...) Storytelling and producing inspiring films is a top priority for GoPro and our ability to use our products to capture and share these stories, without a heavy branded hand, drives our business in a uniquely powerful, authentic and meaningful way". (Wil Tidman, Head of Production, GoPro. AdWeek,. 2015). 

GoPro put the customer first, and the brand in the background. They help, they don't hype. GoPro it’s a platform for its customers’ self-expression of their digital lifestyles.
"We’re not just a camera anymore. We’re an enjoyment platform for people around the world to watch". Paul Crandall, Vice President of marketing GoPro. AdAge, 2014).

The digital landscape is fast-paced and continually changing. And consumers also do. "People have moved from being Consumers to Prosumers with far more influence than ever before. The term 'prosumer' has transformed from meaning 'professional consumer' to meaning 'product and brand advocate'. Rather than simply 'consuming' products, people are becoming the voices of those products and significantly impacting the success or failure of companies, products, and brands, particularly through their involvement on the social web", (Susan Gunelius. Forbes, 2010).

GoPro's audience not only act as consumers, but as producers of content. Their customers play a significant role in the content creation and engagement process. Customers share video content that is geographically breathtaking, and highly aspirational. Their audience is capturing content and stories that are meaningful, and this content elevates GoPro to a highly authentic brand status.
"Not only do users post videos of their own experiences, but GoPro also buys the rights to self-shot videos with unique and inspiring content, polishes them, and posts them to its owned channels for additional distribution. By doing so, GoPro is inspiring others to believe that they, too, can “be the hero” by using a GoPro camera to record their experiences", (Ardath Albee. Content Marketing Institute, 2015).

According to the Content Marketing Institute 2015, GoPro's customers are "so engaged that anyone would be envious of their work".
"GoPro’s user-generated content success is inspirational — especially if you’re a marketer who wants to turn your customers into fans who want to share their experiences with your brand", (Ardath Albee. Content Marketing Institute, 2015).

Wednesday, July 20, 2016

Looking for Inspiration: Content Marketing

The Story of Content: Rise of the New Marketing explores the evolution of content marketing through the eyes of the world’s biggest leading brands such as Red Bull, Kraft and Marriott; and marketing influencers, including Joe Pulizzi, Ann Handley, Scott Stratten, Jay Baer and more...

"Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience - with the objective of driving profitable customer action", (Content Marketing Institute, 2014).
"Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.
Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty", (Content Marketing Institute).

Monday, July 18, 2016

Freeride Skier Matilda Rapaport Dies in Avalanche in Chile

Swedish professional extreme skier Matilda Rapaport has died after being caught in an avalanche in the Andes mountains near Chile’s capital Santiago.
Rapaport, who was 30 years old, was skiing in a film shoot outside the resort town of Farellones on Thursday after a major snowstorm when the avalanche occurred. She died later in hospital. Despite intensive medical care and treatment over the subsequent days, it wasn’t possible to save her life.
"Matilda was an extraordinary athlete, traveling the world to find her passion, ride steep terrain and share her bright smile", Red Bull said in a statement.
A former alpine ski racer, Matilda became a highly-respected, beloved member of the freeride community, ranking in the top tier of the Freeride World Tour for several years and winning the renowned Scandinavian Big Mountain Championships in 2011. She then made quite an entrance onto the Freeride World Tour stage, winning the season’s finals and world’s most prestigious and hardest freeride competition, the Xtreme Verbier, in 2013, having entered on a wildcard.
Matilda also featured in several acclaimed freeski movies, such as the groundbreaking all-women productions Shades of Winter, Pure and the upcoming film Between. She was chosen as a role model and regular contributor for the international Women’s Health magazine.
She got married to her long-time boyfriend, alpine World Cup racer Mattias Hargin, just this Spring.

Saas-Fee Ski Season Opening Weekend 2016

Ski Season kicks-off in Saas-Fee under bluebird skies and the best conditions!


Skiing in Saas-Fee in summer is an amazing experience and not just because of the pleasant temperatures and 20 km of diverse glacier pistes. You might also spot national and international
sports teams training at the summer skiing area.

Saas-Fee is the perfect training playground for professional skiers and snowboarders. Every year National Teams and pros come to Saas-Fee to enjoy the perfect conditions of the glacier.

Saas-Fee offers ideal summer skiing and snowboarding conditions. Up on the glaciers there are 20 km of slopes to suit all levels. The Allalin Glacier is accessed via the underground funicular and is open from mid-July to late October. The glacier is particularly popular with freestylers and race teams. Swiss and international ski teams come here for their summer training sessions every year.
The snowpark has a half-pipe, kickers, rails, boxes and transitions in all shapes and sizes to suit all skill levels.

In 2012 the results of a questionnaire for "Best ski resort" with over 40‘000 guests were presented. Saas-Fee / Saastal was voted best Swiss ski Resort. Internationally it was even voted to second rank out of 55 top ski destinations in Austria, Germany, Italy, France and Switzerland. In terms of snow reliability, slope preparation and coziness, Saas-Fee/Saastal hit top status.

Volunteer Application Process for PyeongChang 2018 Olympic and Paralympic Winter Games Begins

PyeongChang 2018 offered people around the world a chance to participate in the next Olympic Winter Games with the launch of an online volunteer recruitment campaign.
Using a new website for applications, the initiative seeks to recruit 22,400 volunteers to assist with a range of tasks in areas that include sport, medical services, media operations, technology and language services. Volunteers will undergo free training and will be offered uniforms, accommodation, meals, insurance and other benefits.
Several Korean universities, volunteer organisations and other groups expressed their willingness to support the Games at a news conference a day before the website unveiling.
"Volunteers will be part of history", Hee-beom Lee, President of the PyeongChang 2018 Organising Committee, said. "It will be a priceless opportunity to make friends and learn about the world, leaving lasting memories that will shine forever".
Volunteer positions are open to anyone aged 18 or over, and organisations with 50 or more members can apply as a group. The online recruitment campaign is scheduled to run through to the end of September.
President Lee said the volunteers will "stand at the frontline of service to every visitor and guest of the PyeongChang 2018 Olympic Winter Games".
More information about the PyeongChang 2018 volunteer programme is available at

The PyeongChang 2018 Games, which will take place from 9-25 February 2018, will be the third to be staged in Asia, and the first ever in the Republic of Korea, following Nagano (JPN) in 1998 and Sapporo (JPN) in 1972.
The PyeongChang 2018 Organising Committee’s (POCOG’s) ‘New Horizons’ vision aims to expand winter sports in Asia and transform the local Gangwon province into a new winter sports and tourism destination.
From a logistical point of view, the concept for the 2018 Winter Games is one of the most compact ever seen.The vision for PyeongChang is based on a compact geographical area, split between a coastal and a mountain cluster.
The coastal cluster, centred around the town of Gangneung on the Republic of Korea’s eastern seaboard, will provide the setting for the events on ice (speed skating, figure skating, short track, ice hockey and curling), with the main Olympic Village complex and mountain cluster (comprising the skiing and snowboarding courses and the bobsleigh,luge and skeleton track) located only a 30 minute car journey away.

Sunday, July 17, 2016

Epic TV: Gone Tomorrow. Ep. 5. The Desert

The desert is a space defined as much by the places in between as it is by its contents. Those wide open vistas between rock and canyon, between sage and cactus. Spaces defined by those barren and limited resources, that amplify what little there is for those willing to push into this raw and often harsh environment.
Southern Utah is one such place. Immense red rock monoliths, obelisks, and arches stretching from the dust and sand. Impossible formation in their own right. But for a few mere days every year, the dry and arid climate is graced with what seems like an impossible amount of snowfall.
Reds and browns, and splashed with an abundance of white, creating an impossible visual contrast. While for those willing to explore just a touch further and wander into those little explored slots and canyons, a veritable oasis of untouched and un-skied lines more suited for an alien planet then a mere few hours from a skiing metropolis.
This is the desert. Carry water, avoid the noon day sun, and ignore the vultures if you can.

Gone Tomorrow video series seeks to offer a unique perspective on traveling to exotic and remote destinations around the world to ski some of the best conditions we can find.
Not a travel guide, or a "went here did that" narrative but a visual depiction of what it is to live these adventures and explore the deeper themes and emotions that emerge from each and every trip we take.

Saturday, July 16, 2016

Epic TV: Gone Tomorrow. Ep. 4. Vancouver Island

The massive mountain ranges of British Columbia are as much defined by their grandeur as their variety. No place being more unique then it's West Coast, where the earth falls away and is broken into a series of infinately complex peninsulas, inlets, and of course islands. Here surrounded by water and directly at the mercy of the Pacific Ocean, massive weather systems dredge the terrain in rain, wind, and at the highest elevations... snow.
A climate that forms and shapes the people and the unique cultures that exist around warmth and survival, as much as it shapes the terrain.Where in one step you can find yourself in a sub-tropical rainforest, in the next you can find yourself under seven feet of fresh snow, and another in a venerable backwoods community tucked into the base of a community run ski resort.
This is exactly what was accomplished as we ventured from mainland British Columbia across the Georgia Straight and onto Vancouver Island. Greeted by the visual collision of sea and sky, as well as the physical collision of the biggest storm of the season directly to our faces. Let's just say it was a place that was hard to leave, and will certainly draw us back.

Gone Tomorrow video series seeks to offer a unique perspective on traveling to exotic and remote destinations around the world to ski some of the best conditions we can find.
Not a travel guide, or a "went here did that" narrative but a visual depiction of what it is to live these adventures and explore the deeper themes and emotions that emerge from each and every trip we take.

Epic TV: Gone Tomorrow. Ep. 3. Skiing The West

West of the Mississippi, and west again of the great plains that divide America lay a skiing haven, the only constant being the sheer wild ruggedness of the place. From Yellowstone National Park to the Beartooths of Montana to the Wastch Range of Utah. Follow Carston Oliver, Eric Balken, and Eliel Hindert as they meander through these vast spaces, skiing some of the best snow in the Americas. Finding little miracles along the way and space at seemingly each and every ski turn.

Gone Tomorrow video series seeks to offer a unique perspective on traveling to exotic and remote destinations around the world to ski some of the best conditions we can find.
Not a travel guide, or a "went here did that" narrative but a visual depiction of what it is to live these adventures and explore the deeper themes and emotions that emerge from each and every trip we take.

Friday, July 15, 2016

Epic TV: Gone Tomorrow. Ep. 2. Skiing Japan

Japan. A country of contrasts. Wave upon wave of humanity in Tokyo. Endless swaths of residents, travelers, and transients form the electric acid trip that are the city's neon glow. But a quick decision and a flash of the landscape can find you in the most remote parts of Hokkaido northern island in the blink of an eye. This is where you'll find some of the best powder skiing you've ever seen.
Empty spaces. Free from other tourists, resorts, or anyone for that matter. Here the notion of Japan's slopes becoming obnoxiously crowded or blown out by visitors is lost in the silence of falling snow. Wandering between ivory forests intermingled with snowy ice palaces reaching impossible proportions, all without a soul in sight. This is a very real and very alive Japan. You just have to wander a bit further to find it. And remember, bring your skis.

Gone Tomorrow video series seeks to offer a unique perspective on traveling to exotic and remote destinations around the world to ski some of the best conditions we can find.
Not a travel guide, or a "went here did that" narrative but a visual depiction of what it is to live these adventures and explore the deeper themes and emotions that emerge from each and every trip we take.