Red Bull

Taking the Country by Storm or Flugtag

The industry leader in energy drinks, a market where consumers gulped down $7.8 million worldwide in 2008, knows its sweet spot – young and hip.  They also know that building brand awareness and loyalty with this fun, fast crowd isn’t likely to happen with traditional media.  That’s why Red Bull works to capture the youth with street smart event marketing and experiential product encounters that range from adventure sports to music, dance and flugtag.  While an easy sell to youth, marketing flugtag, an event where thousands of people descend upon an open field to watch contestants go airborne in homemade flying contraptions doesn’t always fly with local governments.  So Red Bull retained Tripp Umbach to determine the economic impact of jobs and spending on host cities.  The team also measured the impact of different activities to determine which were better brand builders in different markets.

Return