Red Bull : King of Content Marketing
Red Bull takes content marketing to the extreme. The Red Bull company slogan is “Red Bull gives you wings,” and this is exactly what their content marketing strategy has done for the company. It’s reached new heights with its move from traditional marketing to a content based marketing strategy.
Red Bull was first introduced into the market thirty years ago, 1987, by an Austrian company. Dietrich Mateschitz was inspired to create the drink from an existing company that sold their drinks in Thailand. Chaleo Yoovidhya created the Thai energy drink, Krating Daeng. Together the two would modify the original drink formula to better suit the tastes of Westerners. In Thai the name daeng means red and krating means bull. From this translation and partnership, Red Bull was born! It’s was just the beginning of what would later become the most successful energy drink company. Today, Red Bull has the largest market share of any energy drink company in the world.
When we begin to dissect Red Bull’s marketing content marketing approach, it seems that the company has made little waves in terms of innovation. That may be the case as they have only focused on creating energy drinks; sometimes turning out new flavors. However, it’s critical to focus on the fact that their strategy is not about expanding the type of products they produce, but rather creating a brand that embodies a distinct lifestyle catered to a specific audience. This strategy has catapulted Red Bull to one of the most successful brands in the world. At first glance of their website, you see no real mention of their energy drink. That’s exactly the genius of their content marketing strategy. It brings the viewer into exploring the multitude of epic content that Red Bull has produced. Their content is related to extreme sports, gaming, music and anything else that might capture the attention of their target audience. Before you know it, you’re watching videos, reading articles, and trying to clear your schedule for their upcoming music festival. It’s any company’s dream: You’re engaging with the brand and enjoying every minute of it. It’s unlikely that you will notice Products & Company on the top right-hand corner, but that’s not the point. The point is that you’re actively choosing to be there, and that’s the importance of the pull strategy.
Great examples of their extreme sports series includes Red Bull Cliff Diving World Series, Red Bull Air Race, Red Bull Crashed Ice, and Stratos Space Diving Project. By producing events that consumers want to attend and watch, they’ve found success in their content driven marketing strategy. Currently, their website is posting pictures and videos from Austin City Limits (ACL). The company has sponsored the event and been streaming the festival from Red Bull TV all weekend. It’s a perfect example of the ingenious content marketing strategy of the top energy drink company. Another widely successful sector of their music strategy is Red Bull Records. During the month of October, RBR has has put together a music festival in Los Angeles from October 6-31. It’s another way that the brand has flourished within the music/concert world. Through their music, extreme sports, and gaming content; Red Bull has proven that they are indeed the King of Content Marketing.
At the end of the day, it’s content that will likely make the consumer feel more engaged and willing to listen to Red Bull’s content message. Instead of interrupting the audience with a commercial in a show, Red Bull has proven that they are the show!
