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Red Bull Pitch Competition

APCO Worldwide Fall 2012
by

Dana Moutis

on 4 February 2016

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Transcript of Red Bull Pitch Competition

YouTube
Media Engagement
Case Study
The Idea
New York Times 10/23/12
RED BULL GIVES ME WINGS TO...
Team Orange
INSTAGRAM
Redbull Gives Me Wings To
Compete
REDBULL GIVES ME WINGS TO
CREATE
Our Approach
Twitter
Redbull Gives Me Wings To...
CONNECT
ENGAGE
TREND
Pinterest
Redbull Gives Me Wings To
Share
Redbull Gives Me Wings To
Pin
Redbull Gives Me Wings To
Change Perspectives
Our Research
Mission Statement: Use social media and youth oriented technology to expand RedBull's appeal and integrate RedBull into a healthy, active lifestyle.
YouTube
Twitter
Media Engagement
Instagram
Pinterest
Health & Fitness Trends (18-34 years old)
1. Organic & Natural Food
Whole Foods

2. Sports Nutrition
3 types:
Energy drinks (83% of market)
Sport drinks (11%)
Nutraceutical drinks (6%) ( provide specific medical or physiological benefits like Ensure, Muscle Milk, Joint Juice)

3. Nutrition & Energy Bars

4. Fitness Devices
GPS

5. Alternative Fitness
Pilates, Zumba, Spinning, Yoga, Crossfit, P90X, etc.
Assignment
Approach
Campaign
Results
Engage with customer to promote Log Cabin as a healthy choice and deflect potential criticism following their creation of a high-fructose corn syrup free product.
APCO developed a public relations campaign that targeted new and potential consumers and prepared for potential criticism as part of the health debate on high-fructose corn syrup.
Media and online strategies
Business and consumer reports
“Breakfast as Dinner” days
Health and nutrition experts
Mommy blogger Campaign
Corporate Partnerships
Social Media platforms
Featured in more than 85 original stories, including positive product reviews.

Social media traction: 2K tweets, 8K Facebook followers.

Google campaign generated nearly 3,800,000 ad impressions.
Your APCO team will give Red Bull wings to reach new heights through a five prong plan involving Youtube, Twitter, Media Engagement, Instagram and Pintrest, which will allow Red Bull to expand appeal beyond traditional markets and popularize Redbull as a key component in building healthy and active lifestyles.
Conclusion
Stream
Red Bull Gives Me Wings to...
Converse
Connect
Red Bull Nutritionist Panel
Question & Answer
Video Submission
Twitter Responses
Essential Workouts
Subscriber Requests
5 Prong Approach
Full transcript