Tuesday, April 25, 2017

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).

1 comment:

Neethu krishna said...

Content marketing plays a vital role now a days. Today technology increasing day by day and it affects the marketing field also. Last week i read a research paper about this from research paper writing service reviews.