Back to Earth
Red Bull knows how to get attention
Yesterday we shot into space at light speed, today we fall back to earth at over the speed of sound with Red Bull.
In 2012, 8 million people watched Felix Baumgartner fall 24 miles back to earth from a helium balloon (Two and a half hours up, 10 minutes down). He set records for highest altitude skydive and fastest falling human at over 800 miles per hour. The sole sponsor of the spectacle was Red Bull at a reported cost of $30 million.
You can see it on YouTube in this video recently posted by Red Bull:
The video has gotten 3.2 million views in the last 3 months…over 10 years after the event.
The original video on YouTube has been viewed 47 million times.
Red Bull has an unconventional marketing strategy for sure. Spending an elephantine quarter of revenues on marketing, Red Bull’s $1.6 billion budget makes a big imprint on the attention economy.
In addition to Red Bull sponsoring teams, Red Bull also has sponsors. Last year, Oracle paid $500 million to Red Bull Racing for a five year sponsorship deal.
Tune in tomorrow for a Marketing Profile of Red Bull.
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