Présentation de la division media de Red Bull, faite le 4 décembre 2012 à Miami lors du MEF, disponible en téléchargement à l'adresse suivante: http://www.mefmobile.org/files/MEF%20Americas%20Presentations/RedBullMediaHouse.pdf L'intérêt de cette présentation c'est quelle souligne comment une marque est complètement devenu un média au point d'en oublier presque son produit originel l'energy drink. En savoir plus sur cette réflexion sur le blog d'1min30. www.1min30.com

1. MOBILE GIVES YOU WINGS:
FROM BRAND TO MEDIA, BIG SCREEN TO SMALL
Miami, December 4th, 2012
BernhardBernhardBernhardBernhard HafenscherHafenscherHafenscherHafenscher
Head Digital Sales of Business Development
Red Bull Media House, Salzburg, Austria (EU)

2. The #1 ENERGY DRINK. A premium brand
selling billions every year in 164 countries.
A LIFESTYLE BRAND that cuts across
demographics and psychographics.
A MEDIA COMPANY that produces and
distributes content?
RED BULL - WHAT IS IT ACTUALLY?

3. RED BULL MEDIA HOUSE - WHAT IS IT ACTUALLY?
CONTENT
SELECTION
DISTRIBUTION
VIEWERS
READERS
CONTENT
COLLECTION
www

4. CONTENT
DIVERSIFIED REVENUE STREAMS
1. CONSUMER IMPACT 2. MEDIA CHANNELS
PRINT TV
GAMESWEB
MOBILE
APPS
RED BULL MEDIA HOUSE - BUSINESS MODEL

5. RED BULL MEDIA HOUSE – 360°°°°MEDIA
Red Bull Media House
selects, creates and
distributes premium
content from the World of
Red Bull
RED BULL OWNED AND 3rd PARTY CHANNELS

6. RED BULL MEDIA HOUSE - SOCIAL MEDIA
EDITORIAL INTEGRATION ON FACEBOOK AND TWITTER
Targeting the Red Bull target group in every country to push Awareness and Image
Activating new fans through competitions and games
Showing the World of Red Bull with videos, images and comments from athletes and audience
34 MILLION FANS (NO 4 BRAND)
829.000 FOLLOWERS
474 MILLION VIEWS (NO 2 SPORTS CHANNEL)

7. Through operator partnerships Red Bull MOBILE delivers a sound offer consisting of
handsets, tariffs, and access to the world of Red Bull.
RED BULL MOBILE - THE OPERATOR MODEL
HANDSETS TARIFFS WORLD OF RED BULL

8. RED BULL MOBILE – THE OPERATOR MODEL

9. Through platform partnerships Red Bull MOBILE delivers relevant content and also
credibility.
RED BULL MOBILE - THE PLATFORM MODEL

10. The Red Bull MOBILE portal offers access to the World of Red Bull, complemented with
daily necessities.
RED BULL MOBILE - PORTAL
NEWS,
WEATHER,
SPORTS, …
RED BULL
CONTENT
DOWNLOAD
AREA & FREE
BROWSING
RED BULL TV.
VIDEOS, APPS
…
News, weather, sports and other information are included
from local providers
Red Bull TV (daily 1 hr looped), videos from the World of
Red Bull (25.000+ available) and apps
Games, ringtones, music, pictures etc managed by operator to
enable extra revenue opportunities
Insights into the World of Red Bull such as news, events,
interviews, heroes

11. Applications allow access to known und unknown arenas of the World of Red Bull.
RED BULL MOBILE - APPS
Hot Spot ViewerHot Spot ViewerHot Spot ViewerHot Spot Viewer
Access to Red Bull
through augmented
reality
CoachCoachCoachCoach
Sports activity tracker
CommunityCommunityCommunityCommunity
UploaderUploaderUploaderUploader
Share personal content
through Facebook,
Twitter, …
Red Bull SalzburgRed Bull SalzburgRed Bull SalzburgRed Bull Salzburg
Access to Red Bull‘s
local soccer club
Red Bull MusicRed Bull MusicRed Bull MusicRed Bull Music
Academy RadioAcademy RadioAcademy RadioAcademy Radio
Access to music, culture
and projects
Red Bull XRed Bull XRed Bull XRed Bull X----FightersFightersFightersFighters
3D stunt game
Red Bull BC OnRed Bull BC OnRed Bull BC OnRed Bull BC On
Break dance game
Soapbox RaceSoapbox RaceSoapbox RaceSoapbox Race
Wacky soapbox race
game
Red Bull FlugtagRed Bull FlugtagRed Bull FlugtagRed Bull Flugtag
Flying machine game
App LauncherApp LauncherApp LauncherApp Launcher
Learn and update actual
apps

12. RED BULL TV - WHAT IS IT ACTUALLY?

13. iOSiOSiOSiOS
AndroidAndroidAndroidAndroid
Linear TV in HDLinear TV in HDLinear TV in HDLinear TV in HD RedBull.tvRedBull.tvRedBull.tvRedBull.tv
Globally
RED BULL TV - DISTRIBUTION
Smart TVSmart TVSmart TVSmart TV

14. THANKS FOR YOUR ATTENTION!