Red Bull: Stratos
To generally increase attention and sales, also to continue it's brand image
World Record Breaker!
In October in the year of 2012, Red Bull helped Austrian skydiver Felix Baumgartner freefall jump from 24 miles above the earth, breaking five records. According to officals from Guinness World Records. Felix Baumgartner was the first person to break the sound barrier without engine power.
In the six months immediately following the stunt, Red Bull’s sales rose 7% to $1.6 billion in the U.S., according to research firm IRI. According to the private company, it sold more than 5.39 billion cans in 2013, an increase of 3% over 2012.
How did it use media in innovative, groundbreaking ways?
It instantly aired the event live on 80 tv stations in 50 countries, which has never been done in advertising before. It also released helmet footage a year later to keep interest. This event won a sports Emmy.
How did help the brand become a leader in it's industry?
Sales rose to 7%, and cans sold increased by 3%.