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  • The revolutionary Stratos free-fall from space broke world records
  • The revolutionary Stratos free-fall from space broke world records
    Red Bull (2012) ©
CASE STUDY

How Red Bull moved from marketing to media

Few brands have achieved the unique success of Red Bull, the energy drink that's fast becoming a global media powerhouse by creating content so compelling it’s impossible to avoid.

Location Global

Scope
Some brands are turning to algorithms to source content for their sprawling social media channels, hunting for likes, clicks, shares and sales in a busy media space. [1] But Red Bull is a brand apart; for the past two decades, they have experienced unique growth as not just a soft drink, but a lifestyle and media brand.

Redefining sponsorship as active involvement rather than the passive contribution of money, the brand’s genuine interest in the leisure pursuits of their consumers has allowed them to foster and become inseparable from a range of lifestyles, from extreme sports ...

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