Why does Red Bull have a successful marketing strategy?

2 min of reading

Index:

1º Connecting with the extreme

2º Social Networks

3º Influencers

4th Digital Marketing

In the world of energy drinks, Red Bull is not just a brand, it is a lifestyle. In its marketing strategy we find an innovation that becomes a global reference, associating its image with adrenaline, extreme sports and overcoming limits. 

In Red Bull we find one of the biggest brands with one of the most successful strategies globally. In this blog we will explore how Red Bull is so successful with its marketing strategies. 

Connecting with the extreme 

Red Bull knows how to connect with its target audience through sponsorship of athletes and extreme sporting events. Sports such as surfing or motocross, snowboarding and even mountain biking, the brand is associated with the most challenging disciplines, where energy and concentration are the key to these sports. 

It also has two Formula 1 racing teams, or the Red Bull Salzburg soccer team, in the Austrian first division, or Red Bull Leipzig in Germany. In short, Red Bull has a sports empire, in which millions of people see and know the brand at a multitude of sporting events in almost any discipline. 

By owning so many sports teams or appearing in so many sporting events, we are talking about one of the most powerful branding strategies in the world. Red Bull has become a worldwide media reference. 

Felix Baumgartner's record 

An example of the connection with the extreme and Red Bull was Felix Baumgartner's jump in 2012. He jumped to Earth from the stratosphere at an altitude of 38,969 meters. He was even able to exceed the speed of sound, becoming the first man in history to exceed that speed by parachuting. 

This milestone consolidated Red Bull as the brand associated with overcoming the impossible. You can watch the jump here: https://www.youtube.com/watch?v=cf4GUMjJn58 

Without going any further, last month Ryōyū Kobayashi, a Japanese athlete, achieved the world's longest ski jump record. No more and no less than 291 meters of jumping to achieve that record, once again, sponsored by Red Bull. The athlete jumped from a ramp created in Iceland that was created on April 24, 2024. You can watch the video here : https://www.youtube.com/watch?v=bAs5s3kT41o 

As you can see, Red Bull makes adrenaline a way of life.

Social networks 

Social media is another key pillar in Red Bull's strategy, with millions of followers around the world interacting through engaging digital content. Red Bull has extreme videos on their social networks, and even live broadcasts of their events. They have the formula for success well worked out and know how to take advantage of it on countless occasions: Capture the attention of the public. 

Influencer marketing 

Red Bull has worked on influencer marketing, collaborating with athletes and well-known personalities in the world of extreme sports, even turning some athletes into brand ambassadors. 

Influencer marketing at Red Bull not only promotes the brand, but more importantly, transmits Red Bull's values: adventure, challenge and self-improvement. 

Digital marketing success 

Red Bull's digital marketing strategy is an example for countless brands. The focus on experience, connection with the public and constant innovation have made Red Bull one of the most valued brands in the world. Red Bull doesn't sell a drink, it sells energy, experiences, and above all, it sells adrenaline. 

In its strategy we have one of the clear examples, probably one of the best in the world, of how a brand, by connecting with an emotion, can create the global authority that Red Bull has achieved. Success is based on challenging the limits of both the brand and the athletes who sponsor it. 

If you would like to know how other brands use this type of strategy to connect with an emotion that resonates with your target audience, and even start an effective digital marketing strategy, do not hesitate to contact us. At Adsual we will be happy to help you create marketing strategies that connect with your audience.

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