Red Bull Takes Branding and Social Media to New Heights

Your premium brand had better be delivering something special, or it’s not going to get the business.   ~ Warren Buffett

Red Bull Takes Branding and Social Media to New HeightsRed Bull, sponsor of Felix Baumgartner’s record breaking supersonic freefall over Roswell, New Mexico, accomplished a marketing tour de force recently, over 8 million views live online.  A longtime enthusiast of extreme sports, Red Bull takes its marketing a step further embodying the very essence of its brand.  As Miles O’Brien noted during a PBS Newshour interview, “It’s 21st century marketing brilliance. Red Bull has cracked the code.”  O’Brien went on to commend the energy drink maker’s ability to reach a mass audience while sidestepping traditional marketing channels, with its successful Mission to the Edge of Space.

Deemed one of The World’s 50 Most Innovative by Fast Company, Red Bull Media House, the content division of Red Bull, has succeeded in making its mark in the new media landscape.  As Teresa Iezzi reports, the company has focused on perfecting its web and mobile outlets and teaming up with YouTube to present original content.  Managing Director Werner Brell insists Red Bull has always placed an emphasis on photographing every aspect of its brand’s storytelling via action sports.  Iezzi also indicates the best approach branding with a creative blueprint in mind.  By extension, Red Bull has succeeded in being social from the start, engaging with its customers on Facebook and Twitter.

So, which brands do you interact with online?  What do you like about them?  Share your thoughts about the brands in sync with your lifestyle.

Vanaja R.

 

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.

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In Style in an Instant with Social Media

Adornment is never anything except a reflection of the heart.  ~ Coco Chanel

In style in an Instant with Social MediaFashion designers experienced a social media lift at New York Fashion Week Spring 2013Business Insider reports Instagram and Pinterest especially presented designers a winning opportunity to connect with fans of fashion.  For instance, a behind-the-scenes approach contributed to Badgley Mischka’s Instagram success.  Designers like Max Azria (BCBGMAXAZRIA) and Donna Karan (DKNY), who offered more affordable options, were also well received on Instagram.

Turning our attention to the other side of The Pond, British retailer Topshop transformed its runway into an on the spot virtual store during London Fashion Week SS13.  After all, as reported to Anjali Mullany of Fast Company, Topshop’s Chief Marketing Officer Justin Cooke has a new take on the fashion show, fashion as social entertainment.  Not only were fans able to purchase Topshop’s fashion show playlist, clothes and make-up worn by the models, but also thanks to its Shoot the Show tool (developed in collaboration with Facebook), fans could share photos without show interruption.

Topshop also benefits long after London Fashion Week has ended, both in terms of engagement and content creation.  Its social media strategy included pinning tweets at the top of its Twitter feed as well as a Tweet Off competition, whereby fans reviewed the show until midnight, the best vying for tickets to the next show.  Taking it one step further, Topshop plans to include social data in developing business insights around products and shop locations.

So, how do you follow fashion?  How does fashion figure in your digital world?  Share your thoughts about your favorite fashion looks.

Vanaja R.

 

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.