How to Build a Brand – The Red Bull Stratos Jump
If you haven’t heard already, Felix Baumgartner and Red Bull pulled off, in my opinion, the best online marketing stunt in history Sunday when Baumgartner successfully jumped 24 miles to Earth breaking the sound barrier in the process.
Red Bull took their brand and slogan, ‘it gives you wings’, to new heights Sunday, who have built their brand sponsoring extreme sport athletes pushing the limits of what humans can do.
The live event (which could be seen on Red Bull’s YouTube channel) had been pushed back from the middle of the week because of high winds, but didn’t stop roughly 8 million people from watching the daredevil take the plunge from space Sunday afternoon.
Yet how successful was the Red Bull Stratos mission from a marketing perspective? Let’s take a look.
Red Bull was able to stamp their name on the project back in 2005. Not only did the mission perfectly align with their brand, but could generate some long-lasting buzz and provide valuable medical and scientific research data for future pioneers.
Their branding efforts didn’t stop there though. They weren’t going to let this amazing opportunity pass them by without promoting their logo once again to all that would and will see coverage of this amazing feat.
While Blue Soda Promo doesn’t have promotional space capsules, astronaut suits or parachutes offered on the website, it does show that even Red Bull uses promotional products to their advantage whenever they get a chance.
Now that Felix has landed back safely on the ground, what does it mean for Red Bull as a brand?
According to said Ben Sturner, President and CEO of Leverage Agency , “The sponsorship transcended sports and entertainment into Pop Culture, hitting new consumers that Red Bull does not usually capture, and on a global scale. The value for Red Bull is in the tens of millions of dollars of global exposure, and Red Bull Stratos will continue to be talked about and passed along socially for a very long time.” (Forbes)
Socially, you say now that’s something I’d like to touch on more. Just how much buzz did the Red Bull Stratos mission on the different social networks?
Ignore the numbers to the left and check out the social shares just 1 day after the jump — 71,800 Facebook Shares, 87,277 Likes, 37164 Tweets and 12,879 +1’s — absolutely amazing numbers. Look at the social numbers 13 hours previously in this tweet from John Doherty.
In that span Red Bull Stratos gained 700 shares, 4600 likes, 10015 tweets and 190 +1’s. From an Internet Marketer’s perspective, I think this tweet from Matt McGee says it best.