Red Bull "Stratos": The Sky-High Marketing Campaign that Broke Records and Impressed the World
Step into the stratosphere with Red Bull's "Stratos" campaign: The wildest marketing idea that paid off big time and set a new standard for brand innovation.
Yes. We're talking about space here. In a blog about a marketing campaign, how much more "big picture" can you get? They wanted to send a man, Austrian skydiver, and BASE jumper, Felix Baumgartner, to the edge of space in a helium balloon and broadcast the entire event live. On social media.
This expedition was called "Stratos".
To be honest, Many people thought Red Bull was crazy for even considering such a wild idea. However, the brand knew that sometimes, it's the craziest ideas that have the biggest impact. Red Bull invested heavily in the campaign and spent more than 30 million dollars to make it a reality.
The day of the launch arrived, and as the helium balloon climbed higher and higher into the stratosphere, the live broadcast of the event was being watched by more than 8 million people around the world online. The audience was on the edge of their seats as they got to watch Felix reach a height of 39 km and break the sound barrier with his body, becoming the first human ever to do so. The event was also broadcast to over 50 countries and the footage was later used for a documentary titled "mission to the edge of space: The Inside Story of Red Bull Stratos", furthering the impact and brand awareness Red Bull was striving for.
As the campaign drew to a close, Red Bull saw a significant increase in brand awareness and sales. According to a study by Millward Brown, brand recall increased by 69%, and brand preference increased by 77%. In addition, the campaign generated more than 5 billion media appearances worldwide and more than 50 million views on YouTube. Red Bull has also seen an increase in online searches for its brand and an increase in sales in retail stores since.
It was clear to the world that the "Stratos" campaign was a huge success and it was quickly deemed as Red Bull's best marketing campaign of all time. Red Bull's bold move to send a man to the edge of space proved that sometimes it's the craziest marketing ideas that pay off the most. It was a reminder that taking risks and thinking outside the box can lead to amazing results!
In conclusion, the Red Bull "Stratos" campaign was not only a remarkable feat of human achievements but also a key lesson in marketing and advertising. The campaign managed to generate a lot of media coverage, increase brand awareness and increase sales. It proved that when it comes to making a lasting impression, sometimes the wildest thoughts are the ones that rise to the “highest” level... Get it? Either way, Red Bull's "Stratos" campaign will go down in history as one of the most successful and innovative marketing campaigns of all time.
AUTHOR: Jacqueline DiPietro