Red Bull brand community marketing strategy
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Red Bull has built a strong brand community through various sponsorship activities, celebrity endorsements, distributing goods and clothing, and leveraging social media. They organize numerous extreme sporting events around the world which helps manage the community and promote brand awareness. Red Bull also endorses many international athletes to establish credibility and appeal to masses. They employ a word-of-mouth marketing strategy through a "Wings Team" that promotes the brand directly to consumers. Red Bull complements these efforts with an extensive line of branded goods and an omnichannel social media presence to further engage its community of admirers.
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Red Bull brand community marketing strategy
- 1. RED BULLBRAND COMMUNITY Clémence Pain Jérôme PEtitprez Marco Pulido Nikita Sorokin
- 2. INTRODUCTION Sponsorship word-of-mouth Goodies Social Media What is a brand community ?! « Specialized, non-geographically bound community, based on a structured set of social relationships among admirers of the brand » « Shared consciousness, rituals, traditions, and a sense of moral responsibility » Muniz and O’Guinn RED BULL’s BRAND COMMUNITY MSC IMBD 2013 BRAND Customer BRAND Customer Customer
- 3. Main events Sponsorship & celebrity endorsement Sponsorship word-of-mouth Goodies Social Media RED BULL’s BRAND COMMUNITY MSC IMBD 2013 Red Bull Stratos Red Bull Cliff Diving Red Bull Rampage Red Bull Road Rage Red Bull Romaniacs Red Bull Crashed Ice Red Bull X-Fighters Red Bull X-Alps Red Bull Air Race Red Bull Flugtag Red Bull Paper Wings Red Bull Training Grounds Red Bull sports events Red Bull Art of Motion Red Bull BC One Red Bull Cold Rush Red Bull Elements Red Bull US Grand Prix Red Bull Supernatural Red Bull Soapbox Race …
- 4. Celebrity endorsement strategy! ! ! ! ! • Multi-nationality extreme sports athletes • Formula 1, Rally, Ski, Snowboard, Surf, Wind surf, Wakeboard, Motocross, Mountain bike, Running, Skateboard, BMX… Sponsorship word-of-mouth Goodies Social Media RED BULL’s BRAND COMMUNITY MSC IMBD 2013 Germany USA USA COLOMBIA USA SPAIN USA BRAZIL SLOVENIA
- 5. Sponsorship word-of-mouth Goodies Social Media RED BULL’s BRAND COMMUNITY MSC IMBD 2013 Why organizing events ?! • Community management • Customers awareness and acquisition • Developing and consolidating the brand image Why endorsing athletes ?! • Establishing credibility • Enabling the audience to easily recall the brand • Appealing to the masses
- 6. word-of-mouth Sponsorship word-of-mouth Goodies Social Media The concept! ! ! • Transmission of a positive marketing message from person to person through conversation or a personal communication • Getting consumers excited about the product and conveying this excitement to their family and friends • Trying to get coverage of Red Bull events in the press to encourage consumers to find out more about the product • Creating interesting stories for people to talk about RED BULL’s BRAND COMMUNITY MSC IMBD 2013 Push Marketing Advertising Consumer Pull Marketing Word-of-mouth Consumer
- 7. Sponsorship word-of-mouth Goodies Social Media The Red Bull Wings Team! • Going out and talk to people one-to-one about the product • Offering a cold can of Red Bull to people in need of energy to demonstrate the product’s qualities • Fun means to create a personal and positive product experience • Building consumer interest in the product (becoming the advocates for the brand) RED BULL’s BRAND COMMUNITY MSC IMBD 2013
- 8. Goodies & clothes Sponsorship word-of-mouth Goodies Social Media A strong derived products marketing strategy RED BULL’s BRAND COMMUNITY MSC IMBD 2013 Tee-shirts Polos Sweaters Caps Jackets … Calendars Posters Watches Glasses Car models …
- 9. Sponsorship word-of-mouth Goodies Social Media • Increasing consumers loyalty • Allowing consumers to materialize their attachment to the brand • Consumers become the ambassadors of the brand • Keeping Red Bull’s events alive and perpetuating the buzz RED BULL’s BRAND COMMUNITY MSC IMBD 2013 How does this marketing tool participate to the development of brand community?
- 10. Social media communication Sponsorship word-of-mouth Goodies Social Media RED BULL’s BRAND COMMUNITY MSC IMBD 2013 Lifestyle EVENTS MASS MEDIA DIGITAL ACTIVITIES SOCIAL NETWORKS PRODUCT Increase Awareness REINFORCE Awareness Consumer RESEARCH
- 11. Sponsorship word-of-mouth Goodies Social Media Red Bull media components RED BULL’s BRAND COMMUNITY MSC IMBD 2013 ! ! ! Magazines! - Terra Mater - The Red Bulletin ! Music! - Record label - Recording Studios ! ! ! Films! - Art of Flight - Factual Studio ! TV programs! - X-fighters - Dance academy MASS MEDIA ! ! ! Online radio! - Music Academy - Radio ! Web TV! - Red Bull TV - Speedweek ! ! ! Mobile apps! - Games ! Websites! - Content Pool - Sites for specific campaign DIGITAL ACTIVITIES SOCIAL NETWORKS - 50 M followers Facebook - 90 % of the audience Youtube - Fastest growing Instagram - Most of engagement Google +! Pinterest! Twitter Tumblr! Foursquare! Myspace
- 12. Sponsorship word-of-mouth Goodies Social Media Red Bull Stratos case! • 8 million live stream views of the event on Youtube • 30 000 shares of Felix Baumgartner’s safe landing picture on Facebook • Generating over 215 000 likes in 40 minutes (Over 1 M likes in total) • 3.2 M tweets on certified hashtags • 22 000 user posted pictures on Instagram • Implementation of a live chat in which users could ask questions to the Red Bull team RED BULL’s BRAND COMMUNITY MSC IMBD 2013
- 13. • A constantly evolving marketing strategy to push the brand forward • Building of a close relationship with its customers • Social and digital media, at the heart of all of its promotional campaigns • Use of innovative techniques to reach its audience • Adaptation of promotional activities to reflect technological and social changes CONCLUSION Sponsorship word-of-mouth Goodies Social Media RED BULL’s BRAND COMMUNITY MSC IMBD 2013
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