SMM и фиджитал. Завтра уже наступило. Кампания для Red Bull Россия

1. Content as DNA
By Oksana Zavoyko
PRODIGI

2. everybody knows
Red Bull Stratos

3. The awkward moment

4. Everybody really knows =)
15.6 mil.
social contacts
1.3 bil.
editorial
contacts
8 mil.
concurrent views
on YouTube
8.00
TV news hits in
one week
800
over cover
pages

5. How?

6. Marketing engine

7. Marketing evolution
Red Bull Media House – one step ahead
Brand turned publisher
First mover
Classical
ATL
BTL
PROMO
…
Content marketing
Market

8. Brand fits my lifestyle

9. Our winning formula:
Content + Contacts

10. Creation
We do not advertise, we tell stories! In
many formats!

11. Types of content
Live News Clips Shows/
Magazines
Documentaries

12. Exploitation

13. Redbull.RU - lifestyle online media
25
Different
audiences
150 000
Unpaid
visits/month
6
Content flows
6-10
Unique
materials/per
day

14. Redbull.RU - team structure

15. Social Media as TA’s habitat
> 300 000 audience in general
320.324
audience of all groups (+300%)
40 mil.
likes of inter.-l page
1500
Followers (+1000%)

16. Social Media as TA’s habitat
> 300 000 audience in general
300
likes for each tip or check-in
5 000 followers
For 6 months
200.000 views in 4 months

17. Red Bull King of the Rock

18. Event Activation
Red Bull King of the Rock
4 mln.
Users
coverage
150 000
concurrent
views on Vimeo
22 000
Visitors for
online
broadcasting
25
Unique
materials for
the website

19. Distribution

20. Red Bull Content Pool
Our online distribution platform
“Communication outlet”
• Content collection from around
the world
• Access to the World of Red Bull -
Direct downloads for editorial use
(Internal, News, Web, Print,…)
“RBMH sales catalog”
• Premium content hub for
licencing
• Split in our content genres:
(Sports & Lifestyle, Nature &
Science, Tradition & Inspiration

21. Media Cooperation's

22. The only limit
is the one you
set for yourself

23. Kolesnikov Profile 2013

24. Questions and answers
Our best things