The brand content With Red Bull

The brand content With Red Bull

Today we will discuss about a marketing notion increasingly used by brands in recent years: The BRAND CONTENT. 

 So what is the Brand Content?

Brands using the brand content to provide original content that can engage their consumers. It is not advertising content but it is closely related to branding with objectives like create a strong relationship with the consumer, build commitment or expand its sphere of influence..

Case study : The Art of Flight by Red Bull 

Have you ever seen the film THE ART OF FLIGHT by Red Bull? (I ask but I hope everyone saw it because it is really amazing…)

So, impossible to talk about Brand Content without pronounced the name of Redbull. Brand energy drink has made ​​a truly culture of extremes. It has create lot of sporting events : the Red Bull Cliff Diving , a diving competition at the top of a cliff, the Red Bull Air Race, a race slalom flight , Red Bull Supernatural , a competition for snowboarders and Red Bull Crashed Ice skating competition extreme downhill.

And thanks to these events, the brand has created the film "The Art of Flight " in partnership with Quicksilver. We discover the best athletes in the world in action with exclusives interviews. The film is being sold on iTunes at a price of € 7.99 on DVD in Quicksilver stores.  Red Bull is one of the only brands to have produced and distributed paid content .

The Red Bull  philosophy 

The Red Bull approach was to develop a strategy around a specific quote from the film: “It’s not the destination but the adventure along the way.” 

To support the launch of this film, Red Bull  created an  epic and adventurous website like their latest venture into film. 

This strategy lead to the production of this site that takes users on an epic adventure while navigating content. Users get to see the beautiful spectacles of the snowboarding locations while experiencing the true art of flight. 

The digital strategy 

To promote the release of The Art of FLIGHT,  Red Bull designed and developed a digital campaign promoting the latest trailer. Red Bull and its team developed site takeovers, pre-roll and ads for Vevo, MTV, YouTube, and Facebook. In conjunction with this campaign, they also developed iAds for iPhone users.

During the campaign, AOF web traffic increased by 442% and Facebook by 800%, while the iAds helped to propel The Art of Flight to #1 on iTunes. Additionally, the trailer on YouTube became the 14th most shared commercial video ad that year.

This is a very good example of Brand content, and I hope everything is clear for you now. 

Have a nice day and see you soon, 

Credits: https://www.archrival.com/work/70/red-bull-art-of-flight