Red Bull didn’t just sponsor extreme sports—they created their own! Here’s how they turned marketing into adrenaline-fueled action.
What if your brand didn’t just sponsor events but created its own?
That’s exactly what Red Bull did. They didn’t just slap their logo on extreme sports; they invented new ones. Their Red Bull Air Race is a perfect example—a high-speed aerial competition that perfectly reflects the brand’s values of adrenaline, energy, and excitement.
Here’s how they made it happen.
In the 2000s, Red Bull wanted to go beyond traditional marketing. They weren’t content with just sponsoring existing extreme sports—they wanted to own the space. So they created the Red Bull Air Race, where daredevil pilots navigate through obstacle courses in the sky at breakneck speeds. The event was tailor-made to reflect the energy and thrill their brand promises.
By creating their own sport, Red Bull built a direct, immersive experience that aligned perfectly with their message: “Red Bull gives you wings.” It wasn’t just about selling an energy drink anymore. It was about giving their audience a rush of excitement, something unforgettable that no other brand could offer in quite the same way.
The lesson?
Sometimes, the solution to deeper customer engagement isn’t found inside your business—it’s about creating something new that embodies your brand’s values. Red Bull didn’t wait for the perfect sport to come along. They created it, reinforcing their brand identity in a whole new way.
What Could You Create?
Think about these questions:
Are you only using existing channels to promote your brand, or could you create an experience that brings your brand to life?
What event or experience would align perfectly with your brand’s core message and values?
How could you look outside your business to create new opportunities for customer engagement?
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