Red Bull's social free fall

Share this article:
Red Bull's social free fall
Red Bull's social free fall

On October 14, 2012 Austrian daredevil Felix Baumgartner broke the world record for skydiving, as well as the sound barrier, by jumping from 24 miles above the New Mexico desert.

Sponsored by energy drink manufacturer Red Bull, the company's logo was omnipresent, branded even on Baumgartner's helmet.

Red Bull created a hashtag around the event (#redbullstratos), skinned all its social assets with its logo, and directed fans on social channels to its YouTube page, where the company delivered a live feed of Baumgartner's jump. On the day of the event the video had about eight million viewers, driving nearly 2.6 million social media mentions.

This was a remarkably successful branding campaign. Event coverage landed on the front page of social news aggregator Reddit and crossed over into the mainstream media—including a parody on Conan O'Brien's late-night comedy show.

Check out more social campaigns and see how they rated:

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

MediaWhiz

MediaWhiz is an online performance marketing agency that helps clients acquire customers more ...

More in Social Media

The Era of Free Social Media Is at an End, says IPG Social Chief

The Era of Free Social Media Is at ...

Boosting earned media with paid media has become a requirement, Eric Weaver tells a group of beverage industry marketers.

Derek Dives Headfirst Into Digital Media

Derek Dives Headfirst Into Digital Media

Jeter waits a few days after his final at-bat to introduce The Players' Tribune, a digital media company connecting fans with players.

Marketing Chatter: October 2014

Marketing Chatter: October 2014

See what our tweeps have been getting up to this month. Follow us @dmnews.