The art of leadership using Social Media
Red Bull’s blog, encourages conversation in the topics of Athletes & Teams (endorsed by Red Bull), Sports, Events, World Series and Culture. All related to its Marketing Strategy.
It is interesting how Red Bull manages its web site contrary to other regular web sites it does not show pictures of their products whereas Red Bull promotes 100% the extreme events that they organize by posting big pictures and videos of each of them.
As of October 18, 2013 Red Bull has 40,629,641 likes and 408,614 talking about it. (Facebook RedBull, 2013)
On average Red Bull has two posts per day; most of them are pictures or videos.
The images and videos show young people doing extreme sports, which are part of people´s life stile.
Red Bull also have separated pages for each of their products.
As of October 18, 2013 Red Bull has 28,309, it is following to 44,000 and has 1,1933 followers. (Twitter RedBull, 2013)
Twitter, encourages people to interact and participate in different contests, events and comment on their posts in order to create a word of mouth effect as oppose to the rest of the social media channels.
As of October 19, 2013 Red Bull’s Pineterest account has 10,370 followers and 32 boards. (Pineteres RedBull , 2013)
Its images follow the life style of Red Bull projects through all the social media platforms. However, they also have boards for images of each of their products and others topics like street art works, dance or landscapes.
As of October 19, 2013 Red Bull’s main YouTube account has 2,932,055 subscribers 3,373 videos. It also has video series related to the following topics: Popular uploads, Bike, Water Sports, Moto Sports, Winter Sports, Skate, In The Red Bull Studio and Red Bull Signature Series – Season 2. (Youtube RedBull , 2013)
Red Bull also has separate accounts for its products: Red Bull Rampage, Rampage 2013, Stratos, Signature Series, Commercial, Space Jumps, Joyride 2013, Flug Tag, BMX and Cluge. (Youtube RedBull , 2013)
1. What product(s) is Red Bull attempting to sell via social
Red Bull’s strategy is to promote a life style more than the product features. They want to position in people’s minds as an extreme life style drink.
The life style products that Red Bull is attempting to sell via social media are following products which target specifically groups of people: Red Bull Racing, Red Bull Stratos, Red Bull X-Fighters, Red Bull Rampage, Red Bull Records, Red Bull Malaysia.
2. How does Red Bull position itself across its various social
media properties? Is there a difference between them?
“Red Bull has positioned itself as a lifestyle drink that appeals to the extreme crowd or those love to live on the edge.” (DAWSON, 2006)
Facebook and Youtube: In this media Red Bull supports the fact that it is a lifestyle drink by showing the same type of extreme images and videos for each one of its products, which have similar but different target markets.
Twitter: Twitter positioned the drink as an interactive brand that encourages people to participate.
Pintrest: This platform is positioned the brand the same way as the others, however it also target, other type of people since it also has boards of images that are not very related to extreme activities.
3. What promotions does it run across its various channels?
Red Bull’s main promotion objective is to generate a word of mouth effect, by integrating all their social media platforms.
Red Bulls’ above-the-line promotion is basically to increase their brand awareness among their consumers. (The Times 100, 2013).
Red Bulls’ below-the-line promotional activities are targeted to young people who like extreme activities, and they stand out from the crowd. In order to support this group of people Red Bull creates and organizes its own events round the world. These events provide a platform for talented athletes to showcases their skills and ambition. (The Times 100, 2013).
In addition they promote their word of mouth through their Twitter account, where they also encourage people to be engage to the brand by posting pictures or participate in different contests.
4. Who is the consumer/customer Red Bull is attempting to
Red Bull is attempting to target, young intrepid mainly male (average 25 year old). People whom like adventure and extreme sports basically out of the ordinary life style.
DAWSON, P. (2006, September 25). Red Bull brand positioning. Retrieved October 19, 2013, from peteradawson.blogspot.ca: http://peteradawson.blogspot.ca/2006/09/red-bull-brand-positioning.html
Facebook RedBull. (2013, October 19). Facebook, RedBull. (https://www.facebook.com/redbull, Producer) Retrieved October 19, 2013, from Facebook.com: https://www.facebook.com/redbullhttps://www.facebook.com/redbull
Pineteres RedBull . (2013, October 19). Pineterest-Redbull. Retrieved October 19, 2013, from Pineterest: http://www.pinterest.com/redbull/
The Times 100. (2013, January 30). case studies. Retrieved October 20, 2013, from Businesscaseestudies: http://businesscasestudies.co.uk/red-bull/engaging-consumers-through-word-of-mouth-marketing/promotional-approaches.html#axzz2iGqeH7aT
Twitter RedBull. (2013, October 19). twitter redbull. Retrieved October 19, 2013, from Twitter.com: https://twitter.com/redbull
Youtube RedBull . (2013, October 20). Red Bull. Retrieved October 20, 2013, from Youtube.com: http://www.youtube.com/user/redbull