If you want to understand success in social media marketing look no further than the extraordinary success of Red Bull

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Monday, 15 April 13 Copyright John Pratt 2013

2. Brand value is the
price premium that
consumers are
prepared to pay for a
branded product in
preference to a
functional equivalent,
generic, or otherwise
competitive product.
Photo: John Pratt
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Monday, 15 April 13 Copyright John Pratt 2013

3. The purchase of a premium-
branded product may not
be a rational choice ...
but one that
appeals to consumer vanity,
cultural or social values.
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Monday, 15 April 13 Copyright John Pratt 2013

4. Brand values are all R E V I E W
readily addressed by
social media T R E N D
D P
P E S U P P O R T
R A S S O C I A T I O N
O I S C A R C I T Y
F G T
I N P R I C E
L E O
E N D O R S E M E N T
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Monday, 15 April 13 Copyright John Pratt 2013

5. AIL ED
F
The market research results are devastating. The thin
color of the new drink is totally unappetizing, the sticky
mouth feel and taste deemed ‘disgusting’, the product
concept rated irrelevant. The verdict of the research
firm:
‘No other new product has ever failed this convincingly.’
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Monday, 15 April 13 Copyright John Pratt 2013

6. Brand News April 2013
Red Bull Media Produces Content For Radio, TV,
Internet, Magazines, Games, Mobile Applications
The Red Bulletin is published
monthly in 5 languages and
distributed Internationally.
Initially offered sporadically as
a ‘freebie,’ now subscription
revenues are rising fast as the
magazine’s reputation for
quality and interactive content
continues to grow. Current
circulation is 2.7 million copies
published every month.
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Monday, 15 April 13 Copyright John Pratt 2013

7. Brand News April 2013
Felix Baumgartner Cracks
Open The Sound Barrier
More than 8 million people watched Felix
Baumgartner leap 39 km from the edge of space
to land in Roswell, New Mexico and claim 4 new
World Records, including the first person to break
the sound barrier at Mach 1.24.
37,328,305 registered fans Worldwide, and growing fast
382,106 fans ‘talking about’ Red Bull this week
Now Three Consecutive F1
Titles For Red Bull Racing
The Red Bull F1 franchise is now second only to
Ferrari in terms of it’s value, having won three
straight F1 Constructors Championships in
addition to it’s 3 Driver’s World Championships.
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Monday, 15 April 13 Copyright John Pratt 2013

8. Most Most
Expensive Valuable
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Monday, 15 April 13 Copyright John Pratt 2013

9. The Word From The Top
Red Bull in the words of CEO Dietrich Mateschitz
Authenticity
"It is a must to believe in one's product. If this were just a
marketing gimmick, it would never work."
Strategy
"When we first started, we said there is no existing market
for Red Bull, but Red Bull will create it. And this is what
finally became true ... we created the market. If you
appreciate the product, you want the real one, the original.”
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Monday, 15 April 13 Copyright John Pratt 2013

10. The Word From The Top
Red Bull in the words of CEO Dietrich Mateschitz
Differentiation
Mateschitz says he didn't care about the taste issue then,
and he doesn't care about it now. "It's not just another
flavored sugar water differentiated by color or taste or
flavor," he says. "It's an efficiency product. I'm talking about
improving endurance, concentration, reaction time, speed,
vigilance, and emotional status. Taste is of no importance
whatsoever ... if we'd only had a 15 percent price premium,
we'd merely be a premium brand among soft drinks, and not
a different category altogether."
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Monday, 15 April 13 Copyright John Pratt 2013

11. The Word From The Top
Red Bull in the words of CEO Dietrich Mateschitz
Engagement
"In the beginning, the high-school teachers who were against
the product were at least as important as the students who
were for it. Newspapers asked, 'Is it a drug? Is it harmless? Is
it dangerous?' That ambivalence is so important. The most
dangerous thing for a branded product is low interest. ... it
was a part of the strategy from the beginning. We would
make the brand interesting enough that people wanted to
get their hands on it."
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Monday, 15 April 13 Copyright John Pratt 2013