These days effective marketing is all about taking risks, positioning yourself as an innovator and making people sit up and take notice. If you want to see how it’s done then look no further than Red Bull. This is a brand that wants to build up the myth as well as the profile of its product, and it could well have taken the crown of performing the best marketing stunt of all time.
In case you’ve been under a rock for the last few days chances are you’ve heard about Felix Baumgartner, the skydiver who’s broken records (as well as the speed of sound) when he jumped from more than 24 miles above the earth, and who’s logo was plastered all over his space suit? Yep, you’ve guessed it—Red Bull.
That wasn’t all either. Red Bull streamed the historic event in a live YouTube feed, and a grand total of 8million people tuned in. That’s slashed the previous record made in 2009 when an estimated 7million people watched the live feed of President Obama’s inauguration—if Red Bull can beat the President, that’s certainly something to take notice of. It was also broadcast across 50 countries on 40 networks and 3million tweets were sent about the jump on Monday alone, and that’s expected to have a huge impact on the brand as a whole.
The sponsorship is the culmination of Red Bull and Baumgartner’s 15 year partnership, and that long-term investment could have an enormous pay-off. The stunt has gone so much further than the norm—into space, no less—and has hit a whole new market that might otherwise not come into contact with the brand, and that’s expected to result in tens of millions of dollars in global exposure. This is a feat that will be talked about for years to come and that means the brand will continue to be passed along socially, taking viral marketing to a whole new level.
It’s a fantastic stunt and one that deserves credit where credit’s due. Red Bull has always been known for producing edgy and innovative marketing campaigns and is able to create buzz like no other brand, and this has taken it one step further. Who knew? Red Bull really can give you wings (with a space suit, of course).