Bibliography

Red Bull. 2013. Red Bull Gives You Wings. [ONLINE] Available at: http://www.redbull.com/au/en. [Accessed 03 November 13].

Belch, Belch, Kerr, Powell, G, M, G, I, 2012. Advertising: An Integrated Marketing Communication Perspective. 2nd ed. Australia: McGraw-Hill.

 

Red Bull Website

 

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The Red Bull website is the gateway for all things a part of the Red Bull brand and Red Bull’s integrated marketing campaign. Red Bull’s website is the link to Red Bull TV, all forms of social media used by Red Bull, and the website details the intricate history of the Red Bull brand, its products, and all of the activities the brand associates themselves with, such as the various sponsorships the brand is involved with. The Red Bull website also features a shop where Red Bull paraphernalia can be purchased by any consumers.

The Red Bull website embodies the tag line of the brand – “Red Bull gives you wings”.

The Red Bull website has greatly increased the success of Red Bull’s integrated marketing campaign as it provides consumers with an easy way to access all things Red Bull. Consumers can find out statistics about the company, can access and purchase Red Bull products, can view the cartoon styled advertisements that Red Bull are well known for, and can look up all the activities that Red Bull associates its brand with, such as motorsports, surfing, skateboarding, snowboarding, and adventure activities.

Red Bull TV

 

Image - http://www.redbull.tv/About

 

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As part of their integrated marketing campaign, Red Bull has set up a television channel, accessible through their website. The television channel, simply called ‘Red Bull TV’, features a number of shows with numerous episodes all under ten minutes in length, following the lives of people associated with the Red Bull brand and the activities that they sponsor, mainly sports, such as snowboarding, mountain biking, kite boarding, surfing, and motorsports. 

“Red Bull TV is your exclusive wingman to the best seats at spectacular sporting and culture experiences worldwide – all without having to leave your location or put down your mobile phone.” (http://www.redbull.tv/About)

Red Bull TV has increased the success of Red Bull’s integrated marketing campaign as it has allowed their target market to interact with the brand anywhere, anytime, as Red Bull TV is a downloadable application on smart phones and tablets. This is a form of direct marketing, and also interactive and Internet marketing, as it creates a personal experience for consumers with the brand through the use of the Internet.

YouTube

 

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Red Bull has a very active YouTube channel that is a large part of their integrated marketing campaign. The YouTube channel allows Red Bull to post videos of the various activities they are involved in through promotions and sponsorship, such as extreme sports, for example snowboarding, cliff diving, sky diving, and BMX riding, and music performances, mainly from the Red Bull studio in Los Angeles, California.

The YouTube channel has greatly increased the success of Red Bull’s integrated marketing campaign as it allows consumers and members of their target market to keep up to date with everything that is happening with the brand and the various activities they’re involved with. It allows the brand to promote its brand image of being involved in thrill seeking activities, such as adventure sports, and popular music. Red Bull have a number of affiliate YouTube channels, such as Infiniti Red Bull Racing, Red Bull Sports, and Red Bull Music, allowing consumers to focus more on their areas of interest.

Social Media

 

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As part of their integrated marketing campaign, Red Bull has engaged in a number of interactive and Internet marketing tools in order to reach out to their target audience, and to encourage their target audience to interact with the Red Bull brand. The Red Bull brand uses a number of forms of social media, such as Facebook, Instagram, and Twitter in order to advertise their brand and build their brand image. Using social media also allows consumers to interact with the brand, posting their own images, ‘tagging’ the brand in relevant content, and posting comments and opinions on the brand’s pages. This has greatly increased the success of Red Bull’s advertising campaign as it has allowed consumers to feel more personally connected to the brand and to allow them to interact with it in a fun, modern, and easy way, as well as allowing consumers to easily keep up to date with everything that is happening with the Red Bull brand, and voice their opinions on it, showing what is working and what isn’t working for the brand.

The use of social media by Red Bull also allows consumers and members of the target audience to learn about other ways in which the brand is promoting their integrated marketing campaign, such as keeping up to date with the sponsorships that Red Bull take part in.

Sponsorships

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Red Bull engages in a number of sponsorships over a variety of areas, particularly sports, as part of their integrated marketing campaign. This has ensured that their brand has put forward a positive image, showing that they invest money into a variety of areas and into the futures of others. Red Bull is very actively involved in car and motorbike racing, sponsoring a number of drivers in events such as the F1, WRC, Grand Prix and MotoGP. They’ve also engaged in sponsorships in ice hockey, surfing, music, skateboarding, snowboarding, bike riding, and adventure activities, such as cliff diving.

Red Bull has ensured a large amount of brand publicity and association through their sponsorship of various activities. These sponsorships also contribute to Red Bull’s brand image, as they sponsor activities that require large amounts of energy and are associated with being exciting and adventurous, lending these qualities to the brand image of Red Bull, and making the brand more appealing to the target market of young, adventurous people with a passion for excitement.

Red Bull is also known to support smaller, one-off events, such as music shows, and the brand logo is often seen in venues such as clubs and pubs where Red Bull is used as a ‘mixer’ with alcoholic beverages. This works to actively show the diversity of Red Bull’s sponsorships.

Advertising

 

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Red Bull uses advertisements, done in the same style and themed to support the tag line of the brand, ‘Red Bull gives you wings’, as part of their integrated marketing campaign in order to reach their consumers and target market. The advertisements are done in a ‘cartoon’ style, appearing to be drawn by hand and animated. All of the advertisements feature a humorous scenario where having ‘wings’ would benefit the protagonist immensely, and they are able to achieve this through drinking Red Bull.

These advertisements are played on commercial television channels during prime time hours and during events, as well as being shown on the Internet, such as on YouTube before videos appearing on channels other than that of Red Bull.

Red Bull endeavours to engage their target audience, being those who need an ‘energy boost’ which Red Bull can provide, through the use of humour based advertisements. This advertising campaign has proved to be greatly successful, and the brand has been releasing new advertisements of the same style for a number of years.