RedBull stratos – a new dimension of space buzz marketing?
The words Red Bull and adventure sports or extreme activities are often synonymous and one man by the name of Felix Baumgartner is aiming to push the boundries by giving new definition to creative marketing. Felix Baugmartner, sponsored by Red Bull is about to jump from space in a helium balloon in an attempt to break the speed of sound. The jump from space will take place from a hight of 120 000 feet or 36576 meters.
New territories for buzz campaigns and viral marketing:
From desperate viral marketing attempts such as Buymyface.co.uk to actual successful viral and genius marketing drives from innovators such as Mark Zuckerberg or Steve Jobs – one thing is certain, Red Bull is determined with the help of Felix Baugmartner to take buzz marketing and viral forms of advertising to a totally new level: From global to extraterrestrial. We wonder whether soon there will be a new generation of extraterrestrial marketing consultants to help branding to a new level? Will the slogan RedBull gives you wings become RedBull the extraterrestrial enabler?
The evolution of buzz campaigns and RedBull stratos:
Decades ago when the startup Heinekin was going through it’s trials and tribulations to make a name there are theories that groups of young men were hired, not to buy RedBull, but to visit bars in Europe and ask for a Heinekin – once the bar manager confirmed that this was not available, all 3 to 5 men in the group would leave immediately, creating a buzz about the necessity of Heinekin beer.
The internet and social marketing has taken that same buzz effect for several brands, to a completely new level: It became scala
ble to promote the idea of “hey! Everyone else is buying this brand, why not you?” – what we are witnessing right now is RedBull saying that the days of simply saying a brand is well know worldwide has evolved: Every Galaxy will hear about RedBull. Felix has an awesome set of wings: Mr. Baugmartner apparantly has a balloon which is the size of a 50 story skyscraper when fully inflated – whilst ensuring a safe speed (we all hope) one thing is certain: he does not appear to be interested to go out of sight.
The Blackeyedpeas has a famous song with a galactic setting, meet me half way: – Now just imagine Felix Baugmartner blending into the background of Fergie’s desperate quest,meeting her more than halfway, courtesy of RedBull.
Progress with RedBull stratos and Felix Baugmartner:
At the time of writing this article, today, Red Bull had stated on their website that due to strong winds, Felix Baugmartner has experienced a delay in jumping hence right now thousands of people around the world are tuned in to see just when Felix and Redbull will assess the conditions as relatively safe to commence with the most exciting RedBull stratos.
Will Pepsi, Coca Cola, Heinekin, Danone, Unilever and others have an appropriate response to RedBull and Fexlis Baugmartner? Only time will tell.
Snippets on Buzz marketing (RedBull was certainly not the first):
- Ebay’s Half.com has generated more than 8 Million customers in 2 years, this is an incredible case study on what can be achieved when Buzz marketing is attached to the right product;
- Match.com and Weightwatchers: Research the viral whispers which led people to believe that spending $40 per month with online dating is pointless unless they tackle their weight problem
- Funny buzz marketing: See how a humour could fuel buzz marketing by researching Dorito’s strategy.
- Secret Buzz: people were paying $200 on eBay to obtain a Gmail account in the early days as the idea of these accounts being kept secret were just too much for the public to contemplate being excluded.
We hope our readers enjoyed this unusual section on RedBull and Buzz marketing and welcome your thoughts and ideas below in the comment section on sharing more of the Buzz.
It would seem that Felix Baugmarter is now gutted: He calls the adventure a total disappointment after it turned out the mission was aborted completely due to unsuitable weather conditions.
The lesson here to marketers: events can always be cancelled at the last moment – it still would have provided huge interest and brand awareness. – RedBull gives you wings, but please use it only when it’s safe to do so.