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The PR- concept of Red Bull

Red Bull GmbH is an Austrian company which sells the Red Bull energy drink.
by

Christoph Sammer

on 24 November 2010

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Transcript of The PR- concept of Red Bull

by Christoph Sammer, Marco Di Lorenzo The PR- Concept of
Red Bull Initially, Red Bull distributed free cases of the drink
to college students in an attempt at viral advertising.
This strategy was wildly successful, resulting in the
rapid proliferation of sales. Red Bull has since become
known for its sleek marketing targeted at young
urban professionals through various sports and
entertainment based advertising campaigns.
Red Bull has a marketing- budget of 1,4 Milliarden €. Marketing Marketing- activities Sport sponsorship
Sport ownership
Promotional cars
Charitable patronage Since the initial viral campaign, Red Bull's
efforts have included sponsoring extreme
sport events including cliff diving, BMX,
skiing, flying and skateboarding. Sport sponsorship Red Bull also owns and conducts the Flugtag, a competition where entrants launch themselves off a 10 metre ramp in homemade "flying machines" into a body of water. Red Bull has had a sponsorship presence in a number of sports for some time, especially in the world of motor sport, with the company having a presence in the DTM (Deutsche Tourenwagen Masters) especially the Abt Audi team, Dakar Rally sponsoring the VW Race Touareg Team, KTM Factory Motocross Team, Moto GP, British Superbike's (BSB) Red Bull Honda and HM Plant Red Bull Honda teams, World Rally Championship with the Citroën and Škoda teams, the SEAT team in the World Touring Car Championship, in Champ Car with Neel Jani and PKV Racing, Rhys Millen's Pontiac in Formula D, sponsoring the GP2 Series team owner by Red Bull Racing team principal Christian Horner, Arden International. http://www.salzburg.com/online/thema/thema+red+bull/Red-Bull-kroent-Sportmarketing-mit-WM-Titel.html?article=eGMmOI8VfZrf0A3F9uHWeDJCunO7O4nxSpcQQb6&img=&text=DText/4p7cmcfl8-8of1$m16vjqfx&mode=& Read more: Their very fascinating sponsorship presence in motor
sports was crest with the Formula One- Championship
by Sebastian Vettel. Red Bull has also extended its presence
to purchasing and entirely re-branding
a number of sports teams. Sport ownership In motorsport, these teams include Red Bull Racing (previously Jaguar Racing) and Scuderia Toro Rosso, previously Minardi F1 Team. (Scuderia Toro Rosso is Italian for Red Bull Team.)

In 2006, Red Bull unveiled a NASCAR team, Red Bull Racing Team. It made its debut in the Nextel Cup Series, now known as the Sprint Cup Series, that season at Lowe's Motor Speedway. Red Bull is also present at football. The company has also been highly active in association football. On April 6, 2005, Red Bull bought the Austrian club SV Austria Salzburg and renamed it to Red Bull Salzburg, a move which has been heavily criticised by supporter groups within Austria and across Europe.

In 2005, Red Bull purchased the MetroStars, a team in Major League Soccer representing New York City but playing its home games in New Jersey, from Anschutz Entertainment Group and renamed the franchise; Red Bull New York is the name of the Red Bull subsidiary that operates the team, while the squad itself is known as the New York Red Bulls. The company built the team a new stadium which had its match opener March 20, 2010.

In 2007, Red Bull established the lower-division Red Bull Brasil team in São Paulo.

Most recently in June 2009 the company has purchased the football licence of German fifth division club SSV Markranstädt based near Leipzig. The club began play in the 2009-10 season as RB Leipzig and the company has stated that their goal is to advance to play in the country's first division Bundesliga within ten years. http://en.wikipedia.org/wiki/EC_Red_Bull_Salzburg The company purchased EC Salzburg, the city's team in the Austrian Hockey League, in 2000 and renamed it Red Bull Salzburg. In addition to sport sponsorships, Red Bull has developed the MET (Mobile Energy Team) programme. The teams consist of mostly college students, who drive specially designed Red Bull "Racers". The racers are detailed with the Red Bull logo and most carry an oversized can of Red Bull on their chassis (Suzuki Vitara, MiniCooper, SportTrac, etc.). The METs complete daily missions that include sporting events, businesses, colleges, shopping centres, etc. The Mobile Energy Team is trained to know the properties of the energy drink thoroughly and present them to consumers. Promotional Cars Charitable patronage Red Bull has also been known to support events in aid of charity. For the past three years it has been a sponsor of the Don't Walk Charity Fashion Show at the University of St Andrews, Fife, Scotland. Don't Walk is a student organised show which raises awareness and contributes its profits from the show and related events to a nominated charity each year. The show's go-ahead is significantly bolstered by Red Bull's sponsorship, including its provision of the Red Bull VIP area where Red Bull and its related products are handed out to attending students free, significantly promoting its image to the student population. Promotional Aircraft The company uses numerous historic fixed wing and rotary wing aircraft in their promotions
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