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RedBull Stratos

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by

Genevieve Ross

on 24 February 2014

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Transcript of RedBull Stratos

Strategic Focus
“The purpose of the Red Bull Stratos mission was to transcend human limits.”

The Statement: "A mission to the edge of space. One Man. One Balloon. One jump from the edge of space, breaking the speed of sound."

Historical Highlights


Felix Baumgartner ascended to 128,100 feet in a stratospheric balloon and made a freefall jump at supersonic speeds

The first human to break the speed of sound in the highest freefall ever

Broke 3/4 world records
SOS, Height, Time

RedBull's Youtube Channel - 35.5m + views
Documentary "Space Dive"

Created data & insight for NASA




Stratos Analysis
WHO:


WHAT:

WHEN:

WHERE:



Implications
Original scheduled launch: October 9, 2012

Delayed five hours because of weather problems (40km winds)
Rescheduled: October 11, 2012
Meteorologist postponed event again

Technicians found that one of the capsule's communication radios was faulty
RedBull
Felix Baumgartner
The Areospace Team

A Space Diving Project
October 14, 2012
9:28 am (Mountain Time)

New Mexico, USA
Conclusion

Marketing Aspects
Agenda
Introduction
Event Analysis
Strategic Foucs
Historical Highlights
Implications
Marketing Tools
Conclusion


The Mission:
THANK YOU!
Genevieve Stuart-Ross

RedBull Stratos was a huge success!

Mission was achieved

Massive reach to consumers through online media sites
and television

Huge brand awareness with positive consumer
responses

Created insight for NASA and data


Factors causing RedBull a positive position:
1. RedBull has built their brand around extreme activities
(Formula One, Air Race, Crushed Ice)

2. Embrace Extreme Marketing - Credibility

3. Experts at risk management and know how to maximize the
spectacle to benefit the brand

4. Professionals & Expertise - Capabilitlites, Knowledge, Resources

5. Contingency Plans

6. Financing & Budget
Personal Thought
"Not every brand has the inclination or budget to invest in something
bigger than itself, but the best marketers should at least have
the ambition to try." - Nicola Kemp (Marketing Magazine UK)





If you won’t invest in your products and services,
staff and brand, why would you expect your
consumers to?
Full transcript