The first Red Bull drink was sold in 1987 in Austria. After 30 years, 169 countries and more than 60 billion cans, the company is the world’s most recognisable and profitable energy drink – with a premium price tag.
These days every marketing blog and conference seems to mention Red Bull as an example of brilliant marketing strategy – encouraging clients to follow in their footsteps.
Wondering why? Because Red Bull Gives You Wings.
It’s not the content of their drink. It’s all about their Content Marketing.
80 mg of caffeine, 100 mg of taurine, 600 mg of glucuronolactone – that’s the content in a Red Bull drink.
Red Bull sends a 40-year-old male in stratosphere – tells him to jump out of a helium balloon from a height of 120,000 ft – free falling at the speed of sound.
As you probably know what they say about going that extra mile. Well, Red Bull went 23 extra miles in the vertical direction all for the sake of creating content!
Red Bull provides content that thrills and engages. They tell an incredible story and leave you wanting for more.
They’re a storytelling brand and own the realm of passion.
Whether it’s about music, gaming or action sports – these areas have cultures, stories and stars. Red Bull is paying a huge amount of respect to these audiences.
The brand is not treating customers like demographics but like the passionate people they are.
Mainstream media wasn’t good enough for filming and photographing these areas, so they took the ownership of it. With Red Bull Media House and Red Bulletin magazine they professionalize in their media operations.
Considering the origin of Red Bulletin, Red Bull‘s uncompromising effort to generate quality content is evident.
The brand was sponsoring Formula One racing back in year 2005. They wanted to deliver the results of the event immediately after the race through their printed guides.
They curated information about the drivers and facts about the races, then pre-printed the magazine in bulk ahead of time. They also brought a printing press to the track and as soon as the race was over, they quickly printed the result and distributed it along with the magazines as the attendees were leaving the race.
Red Bull is a publishing empire now which also happens to sell energy drink.
If we can learn something from them – the only way to do content marketing is to be a story.