Red Bull has built a strong brand community through various sponsorship activities, celebrity endorsements, distributing goods and clothing, and leveraging social media. They organize numerous extreme sporting events around the world which helps manage the community and promote brand awareness. Red Bull also endorses many international athletes to establish credibility and appeal to masses. They employ a word-of-mouth marketing strategy through a "Wings Team" that promotes the brand directly to consumers. Red Bull complements these efforts with an extensive line of branded goods and an omnichannel social media presence to further engage its community of admirers.
2. INTRODUCTION
Sponsorship word-of-mouth Goodies Social Media
What is a brand community ?!
« Specialized, non-geographically bound community, based on a structured set of
social relationships among admirers of the brand »
« Shared consciousness, rituals, traditions, and a sense of moral responsibility »
Muniz and O’Guinn
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
BRAND
Customer
BRAND
Customer Customer
3. Main events
Sponsorship & celebrity endorsement
Sponsorship word-of-mouth Goodies Social Media
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Red Bull Stratos
Red Bull Cliff Diving
Red Bull Rampage
Red Bull Road Rage
Red Bull Romaniacs
Red Bull Crashed Ice
Red Bull X-Fighters
Red Bull X-Alps
Red Bull Air Race
Red Bull Flugtag
Red Bull Paper Wings
Red Bull Training Grounds
Red Bull sports events
Red Bull Art of Motion
Red Bull BC One
Red Bull Cold Rush
Red Bull Elements
Red Bull US Grand Prix
Red Bull Supernatural
Red Bull Soapbox Race
…
4. Celebrity endorsement strategy!
!
!
!
!
• Multi-nationality extreme sports athletes
• Formula 1, Rally, Ski, Snowboard, Surf, Wind surf,
Wakeboard, Motocross, Mountain bike, Running,
Skateboard, BMX…
Sponsorship word-of-mouth Goodies Social Media
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Germany USA USA COLOMBIA USA
SPAIN USA BRAZIL SLOVENIA
5. Sponsorship word-of-mouth Goodies Social Media
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Why organizing events ?!
• Community management
• Customers awareness and
acquisition
• Developing and consolidating
the brand image
Why endorsing athletes ?!
• Establishing credibility
• Enabling the audience to
easily recall the brand
• Appealing to the masses
6. word-of-mouth
Sponsorship word-of-mouth Goodies Social Media
The concept!
!
!
• Transmission of a positive marketing message from person to
person through conversation or a personal communication
• Getting consumers excited about the product and conveying this
excitement to their family and friends
• Trying to get coverage of Red Bull events in the press to encourage
consumers to find out more about the product
• Creating interesting stories for people to talk about
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Push Marketing Advertising Consumer
Pull Marketing Word-of-mouth Consumer
7. Sponsorship word-of-mouth Goodies Social Media
The Red Bull Wings Team!
• Going out and talk to people
one-to-one about the product
• Offering a cold can of Red Bull
to people in need of energy to
demonstrate the product’s
qualities
• Fun means to create a personal
and positive product experience
• Building consumer interest in
the product (becoming the
advocates for the brand)
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
8. Goodies & clothes
Sponsorship word-of-mouth Goodies Social Media
A strong derived products marketing strategy
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Tee-shirts
Polos
Sweaters
Caps
Jackets
…
Calendars
Posters
Watches
Glasses
Car models
…
9. Sponsorship word-of-mouth Goodies Social Media
• Increasing consumers loyalty
• Allowing consumers to
materialize their attachment to
the brand
• Consumers become the
ambassadors of the brand
• Keeping Red Bull’s events alive
and perpetuating the buzz
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
How does this marketing tool participate to the
development of brand community?
10. Social media communication
Sponsorship word-of-mouth Goodies Social Media
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
Lifestyle
EVENTS
MASS
MEDIA
DIGITAL
ACTIVITIES
SOCIAL NETWORKS
PRODUCT
Increase
Awareness
REINFORCE
Awareness
Consumer
RESEARCH
11. Sponsorship word-of-mouth Goodies Social Media
Red Bull media components
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
!
!
!
Magazines!
- Terra Mater
- The Red Bulletin
!
Music!
- Record label
- Recording Studios
!
!
!
Films!
- Art of Flight
- Factual Studio
!
TV programs!
- X-fighters
- Dance academy
MASS MEDIA
!
!
!
Online radio!
- Music Academy
- Radio
!
Web TV!
- Red Bull TV
- Speedweek
!
!
!
Mobile apps!
- Games
!
Websites!
- Content Pool
- Sites for specific
campaign
DIGITAL ACTIVITIES
SOCIAL NETWORKS - 50 M followers
Facebook - 90 % of the audience
Youtube - Fastest growing
Instagram - Most of engagement
Google +!
Pinterest!
Twitter
Tumblr!
Foursquare!
Myspace
12. Sponsorship word-of-mouth Goodies Social Media
Red Bull Stratos case!
• 8 million live stream views of the event
on Youtube
• 30 000 shares of Felix Baumgartner’s
safe landing picture on Facebook
• Generating over 215 000 likes in 40
minutes (Over 1 M likes in total)
• 3.2 M tweets on certified hashtags
• 22 000 user posted pictures on
Instagram
• Implementation of a live chat in which
users could ask questions to the Red
Bull team
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
13. • A constantly evolving marketing strategy to push
the brand forward
• Building of a close relationship with its customers
• Social and digital media, at the heart of all of its
promotional campaigns
• Use of innovative techniques to reach its audience
• Adaptation of promotional activities to reflect
technological and social changes
CONCLUSION
Sponsorship word-of-mouth Goodies Social Media
RED BULL’s BRAND COMMUNITY MSC IMBD 2013
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