Red Bull has been coveted as the best owned media brand. It isn’t just an energy drink it’s an “adland” with high profile stunt, sports teams, and more to serve as their powerful form of marketing. (Zmuda; 2013)
To further push their lead as top owned media company they took it to the limit. Literally. Felix Baugmgartner make a free fall from 24 miles about the earth becoming the first human to break the sound barrier without engine power. This even was dubbed the Strato-jump. Following the one-year anniversary of the jump Red Bull released a documentary of never before seen footage. Red Bull also created a website dedicated to the Strato jump and the science and extremeness that it embraces. The site includes information on the team involved, the mission its self, videos and other details.
In the six months following sales rose 7% in the U.S. and 13% worldwide, without any focus on their drink product. Red Bull has perfected the use of creating their own content not just to sell products but promote science, breaking barriers, and giving people wings for their ideas.
-Rikki Mueller
Sources:
oepediadotcom 