Red Bull – Content Marketing Case Study
Red Bull is the most extreme example of a company transforming itself into a media company. They produce thousands of videos covering the extreme sports circuit, not because that is their core audience, but because extreme sports generate millions of eyeballs, and Red Bull wants to drive massive awareness and associate their brand with energy and adrenaline.
They could have just as easily hired a spokesperson like Dick Vital or they could have sponsored the X-Games, but they realized the value of owning the media.
Recently they tool the bold step of spinning off their media division with the goal of being profitable as a stand-alone company. It is the idea that you can go from paying for advertising to being paid for the audience your content attracts.