1. Building Brand Image
While Breaking World Records

2. Success #1
• The Stratos jump featured a live stream with cameras
surrounding the capsule that Felix jumped out of that
captured ever second leading up to the jump as well as his
first step towards earth.
• The live stream could be found on the Red Bull website
and on YouTube, where over 8 million people watched.
• The jump was also featured on over 40 TV stations and
130 digital outlets worldwide.
Live Stream

4. Success #2
• The Red Bull Stratos Twitter
account had over 20,000
mentions on the day of the
jump.
• The account still has over
201,700 followers and they
still use it to share relevant
information about the event
and how the data gathered
from the jump has been used
for scientific purposes.
• The jump was trending across
the globe
TwitterReach

5. Success #3:
• On the day of the jump, the
page had over 900,000
interactions and 83,000
shares.
• The goal of the page was to
increase the interactivity of
the jump so that Red Bull
could update audiences of
any changes, such as the new
jump date, as well as post
pictures and information
leading up to the event.
FacebookReach

6. The most engaging posts
occurred on the day of the event
when a photo taken of Felix
landing. Because of the hundreds
of thousands of shares, likes and
comments on this photo, the
average post engagement
climbed to 193,557%.
The most engaging posts occurred on
the day of the event when a photo
taken of Felix landing. Because of the
hundreds of thousands of shares, likes
and comments on this photo, the
average post engagement climbed to
193,557%.

7. Relating the message
• The existing brand message of “Red Bull give you
wings” can relate directly to the overall idea of the Red
Bull helping Felix go into space and make this jump.
• This synergy between the original message and the idea
of the jump created a stronger overall message.
• The jump was not just for marketing purposes, scientific
information was gathered in the process on behalf of
NASA.

8. In conclusion…

9. • The company made a major consumer impression and
reached millions of people through one event.
• Major factors that contributed to the success are:
• Interactivity of event through social media
• Brand association with a major event (The jump alone
attracted people)
• Timeliness factor through live stream and updates
• Newsworthiness through connection with scientific research
and breaking world records
• Appealed to various audiences
• Reached consumers through story telling technique where
consumers could follow the event from start to finish