Its ability to stage sporting and music events and manage special athletes means that its rich library of video content will always be fresh and will always be expanding. With the pre-jump and post-jump news features, videos and documentaries there could have been over a billion quality impressions, which meant an incredible ROI, even though the cost might have exceeded $40 million. Since then, more than 33 million have watched the YouTube video. Their four-year association with Shawn White, who ultimately won a gold medal in snowboarding at the 2010 Olympic Winter Games, involved building a half-pipe training facility in Silverton, CO, complete with support staff to help him train.Īnd then there is “The World’s Biggest Jump.” In mid-October 2012, well over 10 million watched Felix Baumgartner rise more than 24 miles above the New Mexico desert in the 55-story ultra-thin helium “Red Bull Stratos” balloon, jump off, and reach 830 mph during a 9-minute fall, setting records for both the height of the jump and the speed of descent. Even when Red Bull backs an athlete, they get involved it is not about a logo on a shirt.
#RED BULL UMSATZ 2013 PROFESSIONAL#
They own two professional soccer teams, two Formula One car racing teams, the Red Bull X-Fighters (freestyle motocross) World Tour, the Red Bull Air Race (an international series of air races in which competitors have to navigate a challenging obstacle course in the fastest time), the Red Bull Cliff Diving World Series and much more. They do not subscribe to the normal sponsorship model where they would have their name attached to an entity they do not control. Red Bull believes in owning teams and events so that they have control over the content and the cost. And more importantly, Red Bull becomes a big part of their customers’ lives. With well over 100 potential points of contact, Red Bull will connect to their target market many times, in multiple ways.
The list of their entertainment features goes on and on and is captured on their Facebook Page, which has more than 37 million followers.
#RED BULL UMSATZ 2013 PLUS#
The Red Bull website has entertainment features such as the Red Bull Soapbox Racer video game, weekly rock music bulletins on the Rock Report, plus sections on movies and TV shows as well. It gets involved in a wide mix of sports such as wakeboarding and motorcycle racing, dozens of Red Bull music events, sponsoring athletes such as motocross racer Ashley Fiolek, teams such as the New York Red Bulls soccer team and much, much more. The scope of Red Bull activities is overwhelming.
To establish a new category in the face of Coke and Pepsi and then hold it for decades is very impressive. A pioneer in energy drinks three decades ago, Red Bull is now the world sales leader with estimated 2012 fiscal sales of over $3 billion, profits over $400 million, and a 43% leading US dollar market.