Red Bull: Masterminds of New Age Marketing
When Neil Armstrong took his first steps on the moon he famously said “One small step for man, one giant leap for mankind.” As I watched Felix Baumgartner’s superb achievement on Sunday I thought “One small step for man, one giant leap for Red Bull.” It’s been 43 years since Neil Armstrong stepped on the moon, an event with no marketing persuasion. In 2012 with new media, experiential, progressive, guerrilla and buzz marketing so prominent it’s no surprise this event was a different story. Furthermore it’s no surprise Red Bull were the big winners as Felix fell 120,000ft from space, as they continue to push the envelope and build on their unique marketing strategy. Red Bull has masterminded a marketing strategy that is anti-traditional, spending next to no money in…