On Sunday, Felix Baumgartner leapt from a balloon 24 miles above the Earth, breaking the speed of sound and a setting multiple world records in the process. So much for simply relaxing on a Sunday. The event, sponsored by energy drink Red Bull, was streamed on YouTube by an estimated eight million viewers and drove plenty of social media conversation, especially on Twitter, where several hashtags jumped out throughout the day.
Red Bull has long established both an excellent social media presence as well as a strong commitment to branding themselves through sponsorship deals. Tune into any sport, particularly anything with a dangerous edge to it, and you’ll likely find the Red Bull logo somewhere. From Formula 1 Driving to the world of Air Racing, Red Bull is there offering up its brand as the official drink of those who like to live on the edge.
Looking at the popular hashtags surrounding the event, we see a strong brand presence for Red Bull as their efforts to associate their brand name to the jump in the minds of viewers appears to have been a success.
For more info:
http://blogs.salesforce.com/company/2012/10/how-red-bull-stratos-successfully-soared-across-social-media.html
Why is this advertising successful?
In total, the event drew over 2.6 million social media mentions on Sunday alone.
More than 7.1 million people tuned in to watch the live jump on YouTube, setting an Internet video record.
The Red Bull Stratos page already had over 576,000 likes.
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