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Content Marketing in Extreme : Red Bull

Presenter: Bryan Pai

Personal experience

Red Bull Cliff Diving World Series

Case Study

Red Bull in Taiwan

Marketing

Purpose?

  • Creating trends/topics

  • Building up a community
  • Sport sponsorship

  • Sport ownership

  • Endorsements

  • Events

  • Buildings

  • Promotional cars

  • Promotional aircraft

The Ultimate Outcome?

What do they publish?

Going Big!

  • More than 900 domains in 36 languages
  • RedBull.com (digital bases)
  • operates a TV station
  • one of the biggest magazines
  • Mobile apps (TV, games, radio etc)

Getting Social

Remember!

The Basic

What can we learn?

  • To attract and retain customers

  • Consistently creating relevant and valuable content

  • Changing or enhancing consumer behavior

  • Ongoing process (long term)

  • Owning media

  • Get the value back

Key Component

Be Brave, Aim high:

Red Bull's name isn't built in a year, it took a long way to become what they are.

So do not quit easily, say no to mediocrity and

aim for the best!

Perfection

Investment

Ambition

Why use it?

Thank you for your attention.

Red Bull GmbH

  • World's largest energy drink company
  • HQ: Austria
  • Revenue €4.25 billion (2011)
  • Employees: 9,694 (2013)
  • Slogan: It gives you wings
  • TA: Young men mostly with extreme sports.

the importance of mobile

Epic events on YouTube

Full feature film

create a focused and powerful content strategy

Instagram

YouTube

The “Print” magazine

Red Bull Taiwan website

Events that are captured on media

create conversations around the brand.

Twitter

  • Free event
  • New & Traditional media
  • Continuity

You can buy it every where

Good content marketing makes a person

stop…read… think… behave… differently

monetise the content.

Facebook

5 bilion cans

Art exhibition

Google+

  • Brand awareness

Music

Content is the present – and future – of marketing

Vine

Red Bull the “media company”

Red Bull Media House (2007~present)

not just quality but quantity

Over 70k participants

entertain first

Host event

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