Welcome to Will It Stick? podcast, where hosts Melissa and Alexis cover creative advertising campaigns, PR stunts, and marketing activations that brands of all shapes and sizes pull, and dive into the research and data to understand if it worked.
Red Bull has earned a reputation as the riskiest brand, pulling off insane stunts like doing donuts in a race car on the top of the world’s tallest building or skydivers moving between gliders mid-air. But one of its stunts might hold the coveted spot as the world’s most famous marketing stunt EVER.
On October 14, 2012, Felix Baumgartner, an Austrian daredevil (literally, that was his career) stunned millions of people who were watching live from around the world when he parachute jumped from the edge of space. He was the first person to break the speed of sound in freefall. But, that stunt almost NEVER happened. It took seven years of preparations and millions of dollars to involved NASA, a team of scientists, psychologists, and more. The risks were absolutely insane but Felix landed the jump successfully and the stunt has long gone down as the most insane, but most successful marketing stunt…well, for now!
Red Bull’s marketing approach is so incredible and has allowed them to continue to innovate and grow because they are focused not on promoting an energy drink, they are focused on creating content and developing a brand that embodies a distinct lifestyle and audience. They also don’t dictate global strategies, which some may say makes them inefficient, but others say they are brilliant.
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Check out some of the great articles we sourced to gather all the facts for this episode.