The Red Bull Stratos Jump was one of the most widely watched stunt performances in the world. Learn how Red Bull utilized this jump to catapult its brand in the social media realm. The results are truly fascinating! USE THIS LINK TO WATCH THE EXCLUSIVE GO PRO STRATOS JUMP http://www.youtube.com/watch?v=dYw4meRWGd4

1. Red Bull Stratos Jump
Baumgartner
Adventurous spirit
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THE EXCLUSIVE GO PRO VIDEO

2. A Little Background First
Baumgartner
Adventurous spirit
Redbull
Extreme lifestyle Image

3. A Little Background First
2005
Free fall from the stratosphere
Planned altitude of 120,000 feet
Named The RedBull Stratos project
Transcending “human limits that have existed for 50 years.”

4. Stratos Timeline
• 2005
– Groundwork Laid
• 2007
– Art Thompson : recruitment for the team
– Capsule development begins
• 2008
– Joe Kittinger joins the Stratos team
• 2009
– Parachute development begins
– high altitude balloons secured
• 2010
– Wind tunnel testing

5. Stratos Timeline
• 2012
– Launch site: Roswell, New Mexico Revealed
– First manned test
– First manned test complete in March: Successful
jump from 71,615 feet
– Second manned test July:97,063
– Oct 14: Final Jump from 128,000 feet

6. Financial Implications
• Raised Red Bull's profile as the brand looks to
expand in core markets
• As well as newer targets such as Brazil, Japan,
India and South Korea
• Six months immediately following Stratos, sales
rose 7% to $1.6 billion in the U.S
• It sold 5.2 billion cans worldwide last year, a 13%
increase over the year prior. In the U.S., sales
jumped 17%, while markets as varied as South
Africa, Japan, Saudi Arabia, France and Germany
also saw double-digit sales gains

7. From the Horses Mouth
• Sponsorship transcended sports and entertainment into popular culture
– It reaffirms that Red Bull doesn’t just sponsor events, it creates them
• Brand placement was ubiquitous
– You can't get a photo of Felix without the Red Bull logo and you can't talk
about him without talking about Red Bull Stratos - Ben Sturner
• By streaming it live on its YouTube channel Red Bull retained full control
over broadcasting rights for the event
• Red Bull had been planning the event for 7 months
– began building audience anticipation via its YouTube channel back in February
2012
– uploading teaser videos on a weekly basis, which accrued over 27 million
views before the live event
– Facebook and Twitter to build hype
• Photos of the Austrian skydiver’s preparation
• A computer-generated simulation of the leap

8. How Redbull was different
• More than PR/marketing stunt, Redbull
focused on telling the story of Felix
Baumgartner's lifelong dream to break Joe
Kittinger's record
• Highlighted the beneficial scientific data that
Felix's jump will provide for the aerospace
community
• Red Bull wanted this to be viewed as a
moment of history

9. The Social Buzz
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Red Bull Stratos on YouTube live had 8 Million Concurrent Views
Two threads about the jump made the front page of Reddit
2,000,000 unique consumer actions
1,000,000 distinct Stratos participants
2,000,000 new subscribers acquired
820,000 pieces of extremely positive content created
400% increase over average length of consumer engagement
50,000 distinct links shared
61,634,000 trusted impressions generated
At its apex, some 1% of all online conversations worldwide were
about Baumgartner, Red Bull and the Stratos Mission: 54% on
Twitter, 26% on Facebook, 6% on blogs and 14% on other video
sites

10. The Social Buzz
• 2,000,000 new subscribers acquired

11. The Social Buzz
• 820,000 pieces of extremely positive content
created

12. The Social Buzz
• 400% increase over average length of
consumer engagement

13. The Social Buzz
• 50,000 distinct links shared

14. The Social Buzz
• 61,634,000 trusted impressions generated

15. The Stratos Effect

16. Before
• Product use is the largest
driver of conversation (50%)
– 21% discuss consuming Red
Bull to increase productivity,
while 17% cite social uses of
the energy drink
• 26% represents direct
consumer engagement with
the brand slogan: “Red Bull
Gives You Wings”
• Major criticisms include
product taste and health
concerns (16%)

17. Stratos
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Live consumer reactions to the
space jump were overwhelmingly
positive, driven by sheer awe (39%)
B. 28% praised the marketing
ingenuity of Red Bull’s sponsorship
• 15% associated the event with the
product’s energy boost and brand
messaging, inspiring consumption
C. Surprisingly, daredevil Felix
Baumgartner only garnered 7% of
discussion focus

18. After
• Discussion around drinking and
• In the weeks following Stratos,
needing Red Bull maintained 7%
Red Bull product use discussions
increase for three months after the
surge
event

19. Key Takeaways
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PRE-PROMOTION
ABUNDANT, HIGH-QUALITY CONTENT
PLATFORM SPECIFIC CONTENT
INVESTMENT
COMMUNITY INVOLVEMENT
STORYTELLING