Anita Facundo

Felix Baumgartner’s world breaking free-fall was the biggest risk Red Bull has ever taken.  This life-threatening mission broke the speed of sound, set a YouTube record with 8 million live views, and left marketers all over the world in awe. What Red Bull was able to flaunt through the Red Bull Stratos project was the power of a brilliant marketing plan.

We all have a desire to feel part of something big. Even if you hated all energy drinks, you were still most likely very intrigued in the Stratos buzz. This is why the Red Bull marketing team did so well.

Leading up to the big moment, Red Bull launched the Stratos website which made it possible for people to watch Felix Baumgartner train, learn about the science and technology behind the mission, see test videos, and started social media channels for discussion. Through this highly interactive website, viewers could learn and feel part of the project as it progressed.  This website was Red Bull’s portal to building an intense pre-event hype.

It didn’t matter if you despised the energy drink, Red Bull still made it possible for you to feel part of the record-breaking event. You probably still talked and shared exciting thoughts leading up to the Stratos event. And you probably had mixed emotions while you watched Felix Baumgartner jump. And then you probably spoke enthusiastically to your friends and family about how Red Bull made history. No doubt, you felt connected to the brand.

Through the Stratos project, Red Bull made a statement about their brand and its innovative approach to marketing. Red Bull flaunted that they are an exhilarating, creative, and revolutionary company that pushes the limits of human ability.

What Red Bull has reminded marketers all around the world is to take risks and reach for the stars…literally (Ha Ha).  Red Bull showed us how successful marketing and content generation can be, if done correctly.