RedBull, the ultimate Media Brand

If we talk about Redbull, the first thing that comes to your mind is sport related. But how this Austrian brand created in 1984 by Dietrich Mateschitz and producing energy drinks, succeeded in building its name in the sport industry ?

To begin, you must take a look at their website

Screenshot from RedBull's website

The first thing to look at is the layout of the homepage. The site welcomes us with a series of sporting events. On the top of the page, the menu offers in this order: Videos - Events - Athletes - Products.

As if Redbull was only about promoting sport events and that the famous blue cans were just a complement to gain money. More than just an energy drink, the brand offers a unique experience to its consumers.

Far from its competitorrs, the brand has decided to stake everything on the content. Distributed in more than 170 countries, Redbull excels on social networks. For example, on the famous video platform Youtube, the brand channel has 7.8 million subscribers. They posts an average of ten videos a week. Most of them are sport related.

As if that were not enough, the Austrian brand also created :

- a TV channel called Redbull TV showing live sports, music and entertainment

- a printed magazine :Red Bulletin, featuring lifestyle, sports, music.

In addition, RedBull is well known for its involvement in the sponsoring. By using sport events as a playground, the brand benefits from the power of sport : create emotions, loyalty and build a strong community.

But they do no simply sponsor events, they create them, and they can be very surprising. For example, they created a breakdancing championship called Redbull BC ONE. Who would ever have predicted that a brand of energy drinks will create a breakdancing championship? Even 34 years after its creation, Redbull never fails to delight.

Source : Flickr - Kunal Mukherjee

As you will have understood, Redbull is a typical example of a good « media brand ». In other words, the brand produces its own media content.

By entering the world of extreme sports, they invite you to surpass yourselves, discover the thrills and feel the adrenaline. They want you to pursue your dreams and last but not least, to find freedom as its slogan « Redbull gives you wings » testifies.

Lucie Lowe

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