” ‘I know the whole world is watching now,’ said Felix Baumgartner, at the edge of space. They were–Red Bull Stratos set viewing records and marked another giant leap for a brand that’s setting the standard for content marketing.
For most brands, a risky marketing move consists of not testing the copy on that new ad, or using a new media channel despite the lack of rock solid metrics.
Red Bull’s idea of risk is that one of its sponsored athlete’s bodily fluids will turn into gas as he plummets 24 miles from space at 800+ miles per hour while his parents, girlfriend, and the rest of the world watch, live.
With the Red Bull Stratos Project, the energy drink brand-turned-media company brought extreme sports spectacle to new heights and redefined the idea of content marketing, PR stunt, and brand utility.”
This article is by Teressa Iezzi on the Co.CREATE blog.