Red Bull Media House has done an unbelievable job transforming the Red Bull company from a simple energy drink, to an all encompassing lifestyle brand. Thanks to a cutting edge content marketing strategy, Red Bull is known throughout the world. Here’s how they do it:
1. ONLINE VIDEO
Since joining YouTube six years ago, Red Bull’s videos have been viewed over 276 million times. Their channel features almost 1,800 videos, ranging from short clips to hour long episodes.
Beyond Red Bull’s robust YouTube channel, Red Bull Media House also runs a television channel, ServusTV, “a free to air television channel viewed throughout Europe via satellite and in the core area of Austria, Germany and Switzerland via cable, and digital terrestrial distribution.” (Credit: Red Bull Media House)
Over 3.6 million copies of The Red Bulletin are distributed every month around the world. Distribution markets include Austria, Germany, Ireland, England, South Africa, Mexico, New Zealand, USA, and Kuwait. The Red Bulletin is also available in digital form via a free iPad app.
Steve Smith of MediaPost did a great Q&A about The Red Bulletin with Managing Director Werner Bell earlier this year. The interview can be read here.
4. MOBILE APPS.
Red Bull Media House has fully embraced the mobile-digital age with a full line of mobile applications. The iPad alone has eight custom Red Bull apps. Red Bull’s offerings include games, music, video, photography, and The Red Bulletin. All applications are available for free download.
5. Social Media
Red Bull Media House uses various social media platforms to distribute content and engage fans. Red Bull’s Facebook fan page alone boasts nearly 28 million fans. Red Bull can also be found on Twitter, Pinterest, Instagram, Foursquare, and Google+. It should come as no surprise that their Klout score is an impressive 77.
Red Bull Media House runs an astonishing 900 domains in 36 different languages for the Red Bull brand.
Red Bull Media House does its own music publishing through their record label, Red Bull Records. Red Bull also owns their own 24 hour global online radio station, Red Bull Music Academy Radio. Throughout the year, Red Bull Music Academy hosts concerts, lectures, and workshops that help promote the Red Bull brand.
8. SMART PHONE PARTNERSHIPS
Red Bull recently partnered with Nokia on their Windows 7 smart phones. The press release states that “the partnership will result in a unique and compelling multi-platform proposition for consumers. The goal is to deliver access to amazing experiences, best sporting and culture content every day.”