3 Red Bull Content Strategies You Need to Know Now

By Connor Mannion

 Red Bull Racing Headquarters

Known for being an energy drink, Red Bull Content has created a marketing strategy focused on correlating its brand with experiences as opposed to a product.  

With March being Caffeine Awareness month, it would be morally wrong to not showcase Red Bull and the groundbreaking things this media powerhouse was able to create through content marketing.

 

History of Red Bull

iStock-503684780.jpg

Starting out as an energy drink, Red Bull was founded by Dietrich Mateschitz in the mid 1980s.  Red Bull, famous for its slogan Red Bull gives you wings, soured to a 8.7 Billion Dollar Industry.

But how?  In order to provide value and meaning to this slogan they began to showcase user-generated content to emphasize that Red Bull can help consumers achieve their goals, defy the odds, and break boundaries.  They first began to demonstrate this through mostly extreme sports, sponsoring their first athlete Gerhard Berger in 1989

Through media distribution they were able to tap into more industries than they originally anticipated.  Now when you see someone souring through the are, skiing down a rugged terrain or driving a Formula 1 Race Car in the snow…you think Red Bull Content.

 

 

 Red Bull Race Car Driving Through the Snow

 

 

red bull media house logo.jpg

Red Bull Media House

As a pioneer in content marketing distribution, Red Bull was able to identify very early the importance of compelling content and in 2007 founded the Red Bull Media House.  These Media Houses are the reason that they are still able to produce top tier Red Bull content, create effective marketing strategies, set goals and drive results.  At the Media House, Red Bull is able to strategically publish content through various platforms from print and books to online and mobile.  

Check Out More of Red Bull’s Incredible Milestones.

 Red Bull Content Media House Locations

 

3 Red Bull Content Marketing Strategies

 

Listen to your Audience

Listening to your customers is a key aspect of building a brand.  After providing value to the slogan "Red Bull Give You Wings", through user generated experience content, Red Bull was able to determine this area resonated with consumers.  Users began to not only begin to affiliate extraordinary experiences with Red Bull content, but eventually consumers began to expect this from Red Bull.  Red Bull determined they did not need to be ‘everywhere’ however they knew they needed to be where their consumers expected them to be.  A perfect example of this was the implementation of Red Bull Records.  Red Bull took notice of Artists their target audience was already listening, helping these Artists who may have not thrived in the traditional music industry.

Learn about Red Bull Records: Click Here

 

Build Content Consistency.

Brand consistency is key to relating with an audience.  Creating content around what your audience already loves will continue to get people engaged.  Red Bull understood the importance and consistency of the content they were publishing.  People loved the type of content they were putting out and people continue to want more. Any stunt, event, or opportunity that alignes with their brand value, Red Bull content will showcase it.  

A perfect example of this was the Red Bull Stratos jump in 2012.  This event did not directly relate to the physical aspect of an energy drink, but it related to the Red Bull’s brand value

Check out the Red Bull Stratos Jump! Click Here

 

Promote your Brand Not your Product.

Developing a content strategy that continues to engage your audience, will promote brand saturation and reduce the efforts needed to actually promote your product.  Originally starting out as an Energy Drink, Red Bull created a slogan that manifested itself into a lifestyle.  However when is the last time you saw a Red Bull advertisement including the actual can. That is because there rarely is one! 

Rather than promoting their product and how it may taste, Red Bull used stories to explain how Red Bull can be used to achieve the unthinkable. These values were portrayed through user generated content ranging from extreme sports to culture and lifestyle, even eventually turning to music, TV, and much more.

Check out this Epic Red Bull Ad: Click Here