I don't want this to become a Red Bull-centric blog in any way, but the brand is easily one of the boldest, loudest, and most interesting sport marketers going today... And this week they gave us a reminder why.
In the early hours of July 13th, Red Bull-sponsored Freestyle Motocross star Robbie Maddison jumped London's famed Tower Bridge, the latest in a growing list of stunts and amazing jumps Maddison has attempted over the past couple of years. With Red Bull logos covering the bridge, as well as the ramp and landing, and photographers and cameramen on hand documenting the attempt from all angles, Maddison flew an estimated 22 metres, landing a backflip across the Thames, without any trial runs.
The true genius behind Red Bull's marketing, though, is in its subtlety. By staging the attempt at 2:55am, Red Bull both ensured logistically the jump was easier to plan, but also made it a more low-key, less grandiose event than it could otherwise have been. Stories appearing on ESPN, blogs, the UK's Channel Five television network, and highlights of the jump being uploaded on Youtube, have ensured a viral spread of the accomplishment, and as such, the brand. Whereas the weekend's announced extension of Red Bull's sponsorship of UK Athletics may have raised concerns over the future of the brand, and its identity, staging virally-driven, one-off guerrilla marketing stunts such as this only serve to re-affirm the strengths and roots of Red Bull's brand identity, something other brands could learn from.
More on the story here, from ESPN
And check out the jump and Maddison's thoughts here, care of Red Bull themselves
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