Experiential marketing; Red Bull case study
Experiential marketing is the new advertising strategy in vogue in the modern consumer era. With their immersive marketing concepts, companies position the consumer at the heart of the brand universe to allow them to interact directly with them. The goal ? To awaken new sensations in the participant so that the participant develops a strong sense of belonging to the brand. The best example of the company that best exploits this strategy is undeniably Red Bull which, thanks to its flair for business and its understanding of the market, has managed to establish itself as the most successful energy drink company in the world. world. By investing 30% of its annual revenue in its groundbreaking marketing communications campaigns and in organizing unique events, Red Bull has built its undeniable reputation in just 10 years. Thus, the manufacturer of energy drink proudly displaying the bull is selling as an event and experiential brand above all else.
Red Bull distinguishes itself, among other things, by creating or sponsoring extreme sports and thrill events that impress. By popularizing sports very little publicized, the brand rewrites the rules of the game and builds a new niche of consumers in search of adrenaline. Red Bull is equally appealing to the media, while some influencers have become true ambassadors of the brand; this strategy allows the brand to control the media coverage of its image and thus increases its reputation and that of its partners.
'' Red Bull gives wings '' is a slogan that has traveled the world and makes sense when skaters descend at high speed down the slope. Red Bull Crashed Ice of Quebec. Highly prized by Red Bull's favorite clientele, young people are inspired and charmed by this brand that evokes pleasure and surpassing oneself. The energy drink is more than just a product; it is the foundation of a community of fans who identify with a flourishing brand that infuses hope into the power of men.
The secret of Red Bull's success lies in an ingenious marketing communications plan that focuses on the wonder of their customers through event planning.
