Red bull's winning strategy on facebook

1. Red Bull’s Winning Strategy
On
Facebook
Pradeep Oli, 11th January 2013

2. Red Bull A Winning Dish On facebook…
• Huge Social Media following
• facebook page ranked 41st ahead of Starbucks, Harry Potter and
McDonalds
• 34 Million Fans
• One of Red Bull’s sponsored event…post-jump photo of
Baumgartner gained almost 216,000 likes, 10,000 comments and
over 29,000 shares within 40 minutes
Highest free-fall jump, 1st man
to break the sound barrier
without any mechanical
propulsion

3. Red Bull’s Winning Recipe in one line…
Always focuses on its Core Message,
making its Posts Shareable and bringing
fans back for more

4. Red Bull’s Winning Recipe…
• Facebook Timeline is a great marketing platform for companies
• Brands uses facebook as a direct sales tool and cover their
facebook pages with information about sales, promotions and
products… a merchant-customer relationship
• Red Bull has taken a different approach. Rather than focusing on
products, company’s facebook page emphasizes less direct
corporate content. It highlights events that company sponsors
mostly competitions for extreme sports and specific athletes.
• Even though Red Bull has been credited with inventing the energy
drink industry, they do not sell an ounce of it on facebook, They
sell Adrenaline, they sell Action, they sell Passion
• Red Bull is more interested in Promoting and Celebrating a lifestyle
than simply selling energy drinks.

5. Red Bull’s Winning ingredients…
Red Bull’s winning ingredients for Facebook Timeline:
• Breaking typical fan page mold formula
– Integrating other media on facebbok page
• Engage by being creative
– Strong Visual Content
– Use of Games and Apps
• Red Bull the main performer of the show not the interrupter
– Event Sponsorship which fits the core values of the company’s brand

6. Breaking typical fan page mold formula
• One of the best fan page on facebook, it has been able to break
out of the typical fan page mold by providing content that
encourages fans to interact with and ultimately connect with the
brand
• Their uniqueness is captured in their innovative incorporation of
Twitter and YouTube into their facebook fan page
• Red Bull doesn’t just pull in tweets from their official corporate
account which you expect other brands do instead they have
aggregated tweets from sponsored renowned athletes and
included them directly on their facebook timelines

7. Engage by being creative
• Strong Visual Content:
Redbull has strong visual content presence on Facebook Timeline. It has a
consistent look and attitude to its photos. Every image portrays a lifestyle of
extreme excitement — the same lifestyle that the brand is marketing along
with its energy drinks. Very few of the photos actually show its flagship
product. Instead, there are snapshots of high-octane athleticism or
adrenaline-fuelled fun
As part of its visual content strategy,
Red Bull has several recurring photos
with accompanying hashtags. The most
common is #FlyingFriday, which
highlights astonishing photographs of
athletes in the air. Another hashtag is
#MusicMonday. This one either asks a
music-related question or shows an
artist affiliated with the brand. Both of
these image series are great for
engaging fans and highlighting the
brand ethos.

8. Engage by being creative (continue…)
• Use of Games and Apps
Red Bull also has several mobile apps available to smartphone users. The
mobile apps for both iPhone and Android are available directly from the
company’s facebook Page, as well as from its website. This approach to
integrating mobile content with facebook is smart, since there are signs that
more and more people are accessing facebook through mobile devices.
Keeping the brand active on both web and mobile platforms means Red Bull
is likely to maintain its strong reputation with customers, no matter what
direction facebook takes to continue its grow

9. Red Bull the main performer of the show
not the interrupter
• Event Sponsorship which fits the core values of the company’s
brand
Red Bull leverages more on events. It is still on
TV however, it does not invest heavily in
commercials anymore. Those interrupt a show
and anyone can skip them.
Instead Red Bull marketing has garnered an
impressive sponsorship program of athletes and
professional sports teams which allows it to
edify its brand on every piece of machinery and
uniform. Red Bull is now the main performer of
the show not the interrupter. Be it Formula 1 or
the Stratos Skydive from the edge of space
which led to the first human to break the sound
barrier. Red Bull has engineered a massive
presence on all “extreme” sports

10. Thank You!