Red Bull's social free fall

Share this content:
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:

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above