Red Bull Stratos (2012) Campaign Case Study

Maximum Impact
September 28, 2023

The Red Bull Stratos project, which took place in 2012, was a groundbreaking and widely publicized mission that featured Austrian skydiver Felix Baumgartner attempting a record-breaking freefall from the stratosphere. This case study examines the key elements of the Red Bull Stratos project and its impact on the Red Bull brand.

Objective:

The primary objective of the Red Bull Stratos project was to break multiple records, including the highest freefall jump, the first person to break the speed of sound in freefall, and the highest manned balloon flight.

Key Elements of the Campaign:

1. Partnership with Felix Baumgartner: Red Bull collaborated with Austrian skydiver Felix Baumgartner, known for his daring feats, to undertake the mission. This partnership added credibility and excitement to the project.
2. High-Quality Content Creation: The entire mission, from preparation to the jump itself, was documented with high-quality video and photography. This content was used for promotional purposes and played a crucial role in engaging the audience.
3. Live Streaming: The jump was live-streamed on the internet, allowing millions of people around the world to witness the event in real-time. The live stream was made available on YouTube, Red Bull’s website, and various media outlets.
4. Social Media Engagement: Red Bull engaged with its audience through various social media platforms, providing updates, behind-the-scenes content, and opportunities for interaction. This helped build excitement and anticipation.
5. Public Relations: Red Bull employed a strategic public relations campaign to generate media coverage and interest in the event. Major news outlets covered the story extensively.
6. Branding Integration: Red Bull’s branding was prominently featured on Baumgartner’s suit, the capsule, and the balloon. This ensured that the Red Bull logo was visible throughout the event.

Results and Impact:

1. Live Streaming Audience:
- Over 8 million concurrent viewers on YouTube during the live stream.
- This made it one of the most-watched live events in YouTube’s history.
2. Online Engagement:
- The live stream generated more than 52 million views on YouTube within the first 24 hours.
- Red Bull’s website also received millions of visits, with viewers accessing additional content and information about the mission.
3. Social Media Impact:
- The mission generated massive engagement on social media platforms, with millions of mentions and discussions.
- Red Bull’s social media channels experienced significant growth in followers and engagement during the campaign.
4. PR and Media Coverage:
- The event received extensive coverage in major news outlets and media worldwide.
- It was featured in newspapers, magazines, television news, and online media, resulting in millions of media impressions.
5. Brand Visibility:
- Red Bull’s branding was prominently featured on Felix Baumgartner’s suit, the capsule, and the balloon.
- This ensured that the Red Bull logo was visible throughout the event, reinforcing brand association with extreme sports and adventure.
6. Cultural Impact:
- The Red Bull Stratos project became a cultural sensation, sparking discussions about human achievement, science, and exploration.
- It was referenced in various forms of media and became a topic of conversation globally.
7. YouTube Records:
- The live stream set a record for the highest concurrent views on YouTube.
- The jump also led to increased subscriptions and viewership on Red Bull’s YouTube channel.
8. Long-Term Branding:
- The project strengthened Red Bull’s position as a brand associated with extreme sports and pushing the limits of human potential.
- It solidified Red Bull’s reputation as a company that supports daring and adventurous endeavors.

In conclusion, the Red Bull Stratos project was a remarkable example of experiential marketing and content-driven digital marketing. It showcased how a brand could leverage a daring and record-breaking event to engage a massive global audience, strengthen brand identity, and create a lasting cultural impact. It remains a benchmark for successful brand activation and marketing through extraordinary feats.