Red Bull goes Stratospheric

by The One Centre

25

October, 2012

25th October 2012

"The whole world is watching now and I wish the world could see what I see…Sometimes you have to go up really high to understand how small you are.”

Those were the words uttered by Austrian skydiver Felix Baumgartner just before leaping from a balloon at 128,100 feet back to earth in a record breaking jump, brought to you by Red Bull. 

Play video

More than 8 million people tuned in to watch the event called Red Bull Stratos, a Mission to the Edge of Space and Supersonic freefall, which saw Baumgartner, travel 24 miles into the stratosphere before freefalling and then parachuting back to Earth.

Initially billed as the world’s highest sky dive, Red Bull Stratos was a scientific mission with “one capsule, one balloon, and a team of experts”, “Felix Baumgartner has answered the call to break the speed of sound in freefall.

Red Bull assembled a team of “the world’s leading minds” in aerospace medicine, engineering, pressure suit development, capsule creation and balloon fabrication. The aim was to secure data about the suit and gain a greater understanding about what happens to the human body in supersonic freefall, which given the advances in civilian space travel seems a timely adventure.

According to Red Bull, the mission’s purpose was to transcend human limits, not to break records. “Red Bull Stratos seeks to advance scientific discoveries in aerospace for the benefit of mankind.”

Red Bull determined to film the event and stream it live online building a content rich site brimming with videos, images, articles, information, data and competitions. The footage will also be used in a documentary and the data will be given to Nasa and a host of other medical and scientific programs.

Strategically Red Bull has spent years aligning the brand with adventure, energy, adrenaline and extreme sports – it’s easy to see how Stratos ticks all the boxes and fits this strategy to a tee. For Red Bull the challange has always been pushing beyond this core niche of extreme energy junkies to the mainstream. The show stopping event of Stratos was just what Red Bull needed to catapult itself into the mainstream market.

From well before Baumgartner opened the capsule door in space, Red Bull was onto a major winner, there are not many brand’s that would fund, let alone put its name to such a risky project. Add to this the notion that a drink brand is funding scientific research and creating events that tap into the public imagination on a global scale, and it’s not hard to see the attraction for Red Bull.

Review

Stratos is the most ambitious execution of Red Bull’s strategy to date and judging by the immense attention it has received, the gamble has paid off. This is evident in its success in creating a major entertainment event and a huge amount of awareness of Red Bull and its positioning as the brand for people who push the boundaries.

By documenting the whole experience Red Bull created an ongoing entertainment vehicle and enabled audiences to follow the action from start to finish. Audiences could access the back story, the history, the practice jumps and then they could follow the drama as the jump was postponed and delayed. As an entertainment vehicle Red Bull couldn’t have scripted it better.

Red Bull is the king of branded content and the posterchild for transmedia storytelling. The brand has proven time and again that sponsorship is one thing but creating your own events is much more powerful. Red Bull’s mantra has seemingly been: why pay to put your name on someone elses event when you can create your own? This is proven again and again through its ownership of events, competitions, music schools, F1 racing teams as well as its own media properties including magazines, apps and feature films.

In this respect the brand has been well ahead of the rest of the marketing landscape in identifying the value and power of behaving like a publisher and content owner. But what has always kept Red Bull ahead of the competition has been its unwavering understanding of what an audience wants.

As one tweeter put it: “So If I buy a Coke, they spend my money advertising Coke. But if I buy Red Bull, they launch people to [the] edge of space and let them jump? Sold.”

Red Bull has stayed true to its strategy of owning the territory of high energy adventure but the biggest challange the brand faces is how do you keep raising that bar, and going one better?

In this respect Stratos speaks for itself;  three world records, more than 27 million YouTube views and counting, 8 million live views, masses and masses of PR and media attention which experts estimate could be worth as much as AUD155 million dollars for the brand (GBP100 million).

As brand entertainment goes this project is stratospheric but it’s short lived. The project may have been seven years in the making, but the jump itself lasted just ten minutes and no matter how you cut it there is only so much entertainment you can squeeze out of it.

Red Bull have hit the radar of a mainstream audience as the brand that let a man jump to earth from the edge of space – which to borrow Mastercard’s tagline is a priceless positioning, but the pressure is now on Red Bull’s strategy to stay true to the high energy adrenaline fanbase while also growing its broader mainstream appeal, and most pertinently doing something even cooler than Stratos.

Verdict

Red Bull created an incredible entertainment event with this breathtaking stunt.

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

Share

Share on Facebook
Share on Twitter
Share on Linkedin
Share via Email

Related Stories

Products

Forget buying a Mercedes-Benz. Why not subscribe?

Products

Behind the meteoric rise of the world's biggest vaping brand JUUL

Environments

Cult Korean eyewear label Gentle Monster takes on London

News

The One Centre presents the brands disrupting the world at ONEtalks

Technology

Uber has a better way to map data – and anyone can use it

Products

Forget ‘stoner’ – MedMen is taking marijuana mainstream

News

Four pillars of brand success – John Ford writes for Startup Daily

Collaborations

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Content

Oakley’s ode to obsession

Advertising

"Will finds a way" with Under Armour

Environments

Kengo Kuma is purifying the air at Milan Design Week

Architecture

Facebook is building Willow Village. Would you live there?

Advertising

Apple recruits Spike Jonze to welcome you home

Products

Dot Watch is disrupting the Braille market

Architecture

Is Hyundai Pavilion the darkest building on earth?

News

The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Environments

Nissan brings its tech to life with self-driving slippers

Content

Outdoor apparel brand Patagonia to sue the Trump administration

News

The One Centre is hiring creative directors. Here’s our manifesto.

Environments

Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Music

Behind the scenes of OK Go’s ‘Obsession’

Content

The North Face combines daydreams and free skiing stunts in a mesmerising film

Technology

Nike is fighting bots with augmented reality

News

"The only way is up" - John Ford writes for Mumbrella

Architecture

Fashion house Yves Saint Laurent opens a museum in Marrakech

Content

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

News

“Give Dove a break” - John Ford speaks to CMO magazine

Advertising

Guinness saddles up Compton Cowboys for latest Made of More film

Environments

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Art & Design

A forest where gods live

Products

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Advertising

Nike creates graphic feast for Air Max

Advertising

Volvo returns to safety positioning in masterpiece film for the new XC6O

Products

Ikea to employ Syrian refugees in social sustainability project

Content

Screens of the future

Architecture

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Entertainment

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Special Review

The brands coming out to support the LGBT community

Entertainment

Abstract. The Art of Design

Advertising

Target creates mini-musical spectacular for Christmas

Art & Design

Nissan creates mobile workspace

Advertising

Lincoln Motor Company taps Annie Leibovitz for campaign

Experiences

Braun creates hypnotic installation for London Design Week

Entertainment

BMW Films returns with an explosive short film

Experiences

Adidas Republic of Sports launches in China

Technology

Convert the world around you to Pantone with the new Pantone App

Experiences

Moleskine opens a cafe for creatives

Advertising

We're the Superhumans: Channel 4 returns with film series

Products

Activewear brand Lululemon expands into beer

Experiences

Tiger Beer launches NYC pop-up store to showcase best of Asia

Advertising

P&G rolls out strong film in ongoing Thank You, Mom campaign

Products

Ikea launches brand collaborations

Products

Adidas creates sustainable shoes made from ocean plastics

Content

Google launches 360-degree interactive animated short film

Music

Coca-Cola makes music with W Hotels

Advertising

Save The Children returns with harrowing refugee film

Art & Design

COS creates "show-stopping" installation

Environments

Uniqlo aims for Utopia with flagship store relaunch

Technology

McDonald's transforms Happy Meal toy into VR experience

Architecture

Samsung launches immersive brand experience store

Entertainment

Lo and Behold: Netscout launches branded film at Sundance Film Festival

Art & Design

Burberry teams with Apple to launch dedicated Music channel

Experiences

Apple Watch creates blooming installation at Selfridges

Experiences

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Experiences

The Four Seasons Jet is the ultimate brand experience

Experiences

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Content

Samsung film is a beautiful tribute to the power of technology

Experiences

Converse creates global exhibition to celebrate iconic shoe

Experiences

Leica and Moncler create Monumental exhibition

Advertising

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Experiences

Nike's ‘Phenomenal’ World Cup experience

Architecture

Louis Vuitton Museum: a new level of branded art

Experiences

GQ to groom men with branded barbershop

Experiences

BMW's iconic Art Cars Project launches global tour

Art & Design

Chipotle turns to literature in new project

Entertainment

Cornetto spreads the love with film series

Music

Stella hits high note with Chalice Symphony

Experiences

NRMA opens Crashed Car Showroom

Content

Intel urges audiences to 'look inside' in film series

Content

Net-A-Porter launches glossy print magazine

Entertainment

The Lego Movie hits cinemas worldwide

Advertising

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Content

Patagonia film celebrates the stories we wear

Experiences

Louis Vuitton's controversial exhibition

Advertising

Chipotle wages war on Big Food

Content

AT&T's brutal new film to stop texting and driving

Content

BA tugs the heartstrings with Visit Mum film

Advertising

Leave the world behind with Volvo

Content

IBM & The World's Smallest Film

Environments

Burberry merges digital and physical worlds

Advertising

Iconic landmark is on song with The Ship Song

Entertainment

Bond's Skyfall is ultimate branded entertainment

Entertainment

Red Bull goes Stratospheric

Experiences

Audi showcases the future in Spheres

Entertainment

AT&T unveils transmedia experience Daybreak

Experiences

Google experiments with art and science

Experiences

GE asks Australians for Two Words

Music

Coca-Cola Moves to the Beat of London

theONEcentre

Strategy + Artistry

Ground Floor,
71 York St
Sydney NSW 2000
T +61 2 8096 9700
hello@theonecentre.com

for updates on The One Centre Group and our publications.

Back to top

theONEcentre

Strategy + Artistry