Red Bull Content Marketing Case Study

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The magazine serves as a marketing tool for Red Bull, and the company provides financial support to supplement the advertising revenue generated by the publication.

Why it’s Great Red Bull has adopted a traditional journalistic approach to creating long-form features about sports, culture, and lifestyle (all topics prevalent in Red Bull’s other marketing initiatives) that are both relevant and interesting to the brand’s target demographic.

However, recent studies have shown the opposite; long-form content is the comeback queen.

More specifically, it’s non-fiction long-form storytelling that’s really having a moment right now.

Nothing has changed since Gutenberg.” According to Sperl, Red Bulletin delivers the Red Bull marketing team plenty to work with as the print magazines sell more than two million copies per month and the website brings in thousands of users every day – “there’s ROI for the parent company.” A recent highlight is Casper is a mattress company (and frequent podcast sponsor, as my fellow rabid podcast listeners will surely know) with a big goal of changing the way mattresses are bought – which is in a tiny box and in the mail.

The series is housed on American Express’ OPEN Forum, a website that the brand launched in 2007.

Robert Sperl, editorial director at Red Bulletin, spoke to Super Content Marketing, about what’s required to make great content in 2016.

He said, “It’s about telling stories that people are interested in. It sounds easy, but it’s about finding people who do the right thing and talking about them in the right way, finding images that fit, and finding the right platforms to reach your readers.

Red Bull, an energy drink, was born in the early ’80s after an encounter between Dietrich Masteschitz, a toothpaste salesman from Austria, and Chaleo Yoovidhya, a Thai businessman.

On tasting Krating Daeng, the local energy drink manufactured by Yoovidhya’s company, Masteschitz went into partnership with Yoovidhya and spent the next few years perfecting the brew to launch it internationally.


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