IMAGES, SALES, BRANDS: HOW RED BULL USES VARIOUS DIGITAL AND SOCIAL MEDIA TECHNIQUES TO ACHIEVE ALL ITS OBJECTIVES Name Recognition: It isn’t as if the digital social media strategy adopted by Red Bul


Name Recognition:

It isn’t as if the digital social media strategy adopted by Red Bull—the energy drink that “gives you wings”—is a trade secret. Granted, the private company has a policy that discourages employees from giving interviews. But its overall strategy is clear from its actions and their outcomes. The success it has accrued from this strategy therefore isn’t a matter of doing things differently from anyone else. It’s a function of doing them better. To begin, Red Bull distinguishes its goals for leveraging contacts. Is it hoping for more brand exposure, or is it pursuing sales increases? Depending on its focus, it adopts distinct, appealing methods that are specific and unique to each digital and social media platform. Then it implements these tactics consistently and comprehensively to increase the chances that they will be widely shared and recognized. Page 108 Name Recognition Perhaps one of the most famous Red Bull events was when Felix Baumgartner (purposefully) fell to Earth from 127,852 feet up, and broke all sorts of records. His jump was from the highest height ever achieved by a human. During the 4-minute, 20-second freefall, he also reached greater speeds—up to Mach 1.25, faster than the speed of sound—than anyone else ever has. The event was a breakthrough on various levels. Baumgartner’s pressure suit was the first version to be able to protect the human body in space but still enable maneuverability. To address the threat of ebullism (i.e., when liquid in the body evaporates due to high altitudes, causing a person’s blood to literally boil), Baumgartner and his team derived new medical techniques with widespread applications. His parachute also adopted a new “reefed” design to reduce drifting, with clear implications for airdrops of materials and supplies.68 In reporting on all these remarkable feats, Baumgartner’s name was mentioned frequently—though not as frequently as the project that sponsored his jump and all the technology that went into supporting it: the Red Bull Stratos project. Every official mention of the event included the full name, such that Red Bull Stratos often appeared as a single term. It was not just the Stratos project. It was the Red Bull Stratos project. And what a project it was, leading to the creation of not just scientific advances but also a remarkable video. That video, taken from the camera mounted on Baumgartner’s helmet, features vast, picturesque views of Earth and the sense of plummeting. Red Bull immediately made it available for people to check out at their leisure. But the real targets—the people whom Red Bull hoped would be most engaged by the video and the stunt in general—were extreme sports fanatics. These folks willingly put their bodies at risk on a regular basis to perform some cool stunt to cause their friends to marvel. For them, there may be no better stunt than having some guy fall from space.  In full awareness of this appeal, Red Bull made sure that the video was prominent on its website and YouTube channel. On the day of the jump itself, approximately 8 million viewers streamed the video live and in real time. Also on that day, the number of subscribers to Red Bull’s YouTube channel increased by a remarkable 87,801. Sponsored by Red Bull, Felix Baumgartner’s jump reached speeds of Mach 1.25. ️Jay Nemeth/Zumapress/Newscom On Twitter, recognizing that 140 characters was not nearly enough to communicate the awesomeness of the stunt, it simply used hashtags and links to connect followers to the video, whether through YouTube or on a Red Bull site. Although Red Bull’s main Twitter feed did not exhibit any notable differences, the dedicated Red Bull Stratos Twitter feed prompted more than 20,000 mentions in tweets by others on that day. The Red Bull Stratos Facebook page featured several photos during and after the jump. Just one shot of a landed Baumgartner, still in his space suit and on his knees beside his reefed parachute, prompted more than 20,000 comments, more than 50,000 shares, and nearly half a million likes. The example of the Red Bull Stratos project and its attendant coverage through digital and social media suggests several things Red Bull did well. It knew its audience and its own goals, and it understood how different channels could help it attain those goals. To ensure that it appealed to the target audience, it engaged them in an exciting, never-before-tried daredevil experience. Moreover, it shared the scientific lessons learned through the project to give those who wanted it an education. But it also spent a lot of money to get Baumgartner to space and back down again. And that meant it needed to translate some of the brand awareness it developed into sales. Luckily for Red Bull, its social media strategy also has room for that effort.


Red Bull does not just send athletes to space. It also sponsors them on the pitch, in the form of the New York Red Bull MLS team, which plays in Red Bull Arena in Harrison, New Jersey. In one recent game, the team’s star forward Thierry Henry scored yet another goal. Page 109Afterward, he leaned, with his right arm up against the goal post and left hand on his hip. The pose, caught on camera, almost immediately became a Twitter meme as amateur photo editors placed him against a variety of backgrounds. The team was quick to move on this social media coup. It rapidly posted the photo to its website and encouraged fans to vote for it as their favorite shot of the season. Immediately above and below the encouragement to engage with the brand also appeared links that would allow fans to purchase tickets for a full season, half season, or individual games. Beyond these fun, consumer-oriented efforts, Red Bull makes sure that it has advanced capabilities for supporting the retail vendors that sell its products. For example, all its mobile sales representatives are equipped with their own tablet computers, loaded with proprietary mobile software. Thus, on visits to retail sites and vendors, the salespeople can provide the latest inventory information. They also present detailed analytics to show vendors how best to position their coolers of Red Bull products and how to line up the cans in the display case to encourage sales.

Combining the Uses of Digital and Social Media

When you are as good at engaging and exciting people as Red Bull is, the next step might be to make digital social media your main focus. In a sense, it has transformed itself into a media company that just happens to sell energy drinks. Red Bull continues to sponsor extreme sporting events and stunts; it also has its own record label, which finds, pursues, and produces artists who make high-energy music. On the dedicated Red Bull Records YouTube channel, it highlights these artists, then pairs their output with some of its sponsored events. For example, it creates playlists for skydiving events and X-fighters, featuring not just its own artists but also other popular musicians. Furthermore, Red Bull offers a slew of applications for smartphones and tablets, including the app, which presents content similar to that on Facebook and Instagram, along with a customizable feed. In addition, Red Bull offers several gaming apps featuring snowboarding, biking, and car and airplane racing games, along with a “Mind Gamers” puzzle. At the same time, it provides a radio app and Red Bull TV; the Red Bull TV app can be downloaded on mobile devices or streamed directly to consumers’ televisions through Apple TV, Chromecast, Xbox, or PlayStation. The various channels available through this app include not just the expected coverage of all types of extreme sports but also channels dedicated to music, festivals, and original films—one of which documents the Red Bull Stratos mission, of course.This move toward a greater focus on different media channels is well in line with Red Bull’s long-standing social media strategy. For example, it maintains a plethora of Facebook pages and Twitter accounts for various events and locations, yet virtually none of them ever feature pictures of its drinks. Instead, they offer exciting in-sport shots or humorous images. Fans can—and do—comment, but Red Bull rarely responds. Its primary goal appears to be establishing an edgy, entertaining, exciting image as a lifestyle brand, which it feels confident will translate ultimately into product sales.

1. What social and mobile media tools is Red Bull using?

2. Evaluate Red Bull’s social media marketing strategy using the 4E framework.

3. How should Red Bull assess the effectiveness of these campaigns?

4. Describe how it should respond to insights gained by this assessment. is an online academic writing site that provides a variety of services to students and professionals in need of essay, dissertation, and research paper assistance. This website was founded by experienced writers and editors who understand the needs of today’s student community. With their help, students can get a well-written paper without having to worry about the quality or accuracy of their content. offers a wide range of services that are designed to meet the needs of any student or professional looking for some extra help with their academic work. From simple editing services to complete custom writing pieces, they have something for everyone! Their team consists of highly qualified writers and editors who have years of experience in both academia and industry sectors across all fields such as English literature, nursing sciences, medical science, engineering design & technology, accounting & finance etc., making them one of the best providers around when it comes to providing quality content writing services.

When it comes to their custom writing service, provides everything from essays & dissertations to research papers & lab reports; all written according to your exact specifications & requirements so that you can be sure your professor will be impressed with what you submit! They also provide formatting help which includes APA/MLA/Chicago style formatting for those stuck on tedious details like citations or bibliography entries; perfect for those last-minute assignments!

For those looking for proofreading & editing services instead; has you covered too! The team at this website offer professional copyediting which can check grammar errors and spellings mistakes while still preserving your original voice within the text; ensuring that whatever piece you submit looks great while still sounding exactly how you want it do sound! What’s more is if required they can also provide advice on how best to improve certain parts in order make sure your work meets the criteria set by your professors so no marks are lost due to minor mistakes made in hurry or ignorance.

Last but not least is Elitewriterhelp’s paraphrasing service which helps take care off any plagiarism risks associated with submission an assignment where quotes are used extensively taken from sources outside class materials (eBooks etc.). The team will ensure that anything being submitted sounds fresh while leaving out any potential legal issues plaguing people using other authors works without proper permission given first when appropriate credit isn’t given otherwise – definitely something worth investing into before submitting examples cited within studies found elsewhere apart from class material sources only mentioned once during seminars etc..

To sum up: Elitewriterhelp offers students access top-notch custom writing pieces as well as editing/proofreading packages for existing ones already written – perfect for double checking against silly grammatical errors / typos overlooked during initial composition stages meaning there’s always hope even when running short on time ahead up coming deadlines looming near after long lectures spent inside classrooms sat away from laptops used mainly taking notes by hand easily misplaceable later down line afterwards rendering past efforts worthless sadly…

Elite Writer Help
Calculate your paper price
Pages (550 words)
Approximate price: -

Why Work with Us

Top Quality and Well-Researched Papers

We always make sure that writers follow all your instructions precisely. You can choose your academic level: high school, college/university or professional, and we will assign a writer who has a respective degree.

Professional and Experienced Academic Writers

We have a team of professional writers with experience in academic and business writing. Many are native speakers and able to perform any task for which you need help.

Free Unlimited Revisions

If you think we missed something, send your order for a free revision. You have 10 days to submit the order for review after you have received the final document. You can do this yourself after logging into your personal account or by contacting our support.

Prompt Delivery and 100% Money-Back-Guarantee

All papers are always delivered on time. In case we need more time to master your paper, we may contact you regarding the deadline extension. In case you cannot provide us with more time, a 100% refund is guaranteed.

Original & Confidential

We use several writing tools checks to ensure that all documents you receive are free from plagiarism. Our editors carefully review all quotations in the text. We also promise maximum confidentiality in all of our services.

24/7 Customer Support

Our support agents are available 24 hours a day 7 days a week and committed to providing you with the best customer experience. Get in touch whenever you need any assistance.

Try it now!

Calculate the price of your order

Total price:

How it works?

Follow these simple steps to get your paper done

Place your order

Fill in the order form and provide all details of your assignment.

Proceed with the payment

Choose the payment system that suits you most.

Receive the final file

Once your paper is ready, we will email it to you.

Our Services

No need to work on your paper at night. Sleep tight, we will cover your back. We offer all kinds of writing services.


Essay Writing Service

No matter what kind of academic paper you need and how urgent you need it, you are welcome to choose your academic level and the type of your paper at an affordable price. We take care of all your paper needs and give a 24/7 customer care support system.


Admission Essays & Business Writing Help

An admission essay is an essay or other written statement by a candidate, often a potential student enrolling in a college, university, or graduate school. You can be rest assurred that through our service we will write the best admission essay for you.


Editing Support

Our academic writers and editors make the necessary changes to your paper so that it is polished. We also format your document by correctly quoting the sources and creating reference lists in the formats APA, Harvard, MLA, Chicago / Turabian.


Revision Support

If you think your paper could be improved, you can request a review. In this case, your paper will be checked by the writer or assigned to an editor. You can use this option as many times as you see fit. This is free because we want you to be completely satisfied with the service offered.