Posts tagged with Red Bull

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YouTube strategy for brands: 10 of the best

Only 74 of the top 5,000 YouTube channels are from brands.

This research comes from Touchstorm’s latest study, The Touchstorm Video Index, covering Q3 2013 and concentrating on the 'YouTube 5,000', an elite group of channels with at least 43m views each.

Of those 5,000 channels, only 2% are owned by brands. That means there are 4,926 teenagers with webcams, older people with camcorders, vloggers with flipcams, bedroom animators with smartphones and various other fashionistas, musicians, close-up magicians, action figure critics and amateur film-makers who are completely dominating the platform and squeezing out the big companies.

What can brands do about this? Is there any hope for them?

Here are some key findings from the report, along with our own insight, ideas for strategy and a look at the brands who are using YouTube successfully.

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Four brands taking content marketing to the next level

Content marketing has only a loose definition; some think of it as informational content added to a website to improve search ranking, others see it as a way to drive traffic to a website from social.

Going a little further, many brands select a content niche that often has little direct relation to their products. Creating content like this often isn’t enough; at this stage, content marketing moves into sponsorship, patronage, charity, brand association and media ownership on a scale most brands only dream of.

So who is taking content to the next level, and what scale are we talking about?

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So you have a mobile site. What happens next?

57% of users won’t recommend a business if they have a bad mobile site, a simple statistic that speaks volumes about the current landscape in mobile commerce.

Global mobile web usage is increasing exponentially and most businesses know they need a mobile strategy.

Building a mobile-friendly website is just the first step. What happens after that? 

At Searchlove this morning, Distilled’s digital marketing consultant Bridget Randolph provided her own insight and guidance.

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How Red Bull uses Facebook, Twitter, Pinterest and Google+

Red Bull is a great example of a brand built almost entirely on social media, with some mind-blowing PR stunts thrown in for good measure.

Therefore it’s a great case study for our series looking at how different brands use the big four social networks.

We’ve previously examined how Walmart, ASOS and John Lewis use social, with Google+ generally proving to be the weak relation compared to Facebook, Twitter and Pinterest.

But does the same prove to be true for Red Bull?

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Five content marketing lessons from the Red Bull Stratos jump

Sunday saw Felix Baumgartner pass the speed of sound as he broke a 52-year-old record for the highest recorded parachute jump.

While the act in itself was highly impressive, of interest to marketers was the way Red Bull achieved major exposure for its brand through this feat, making the headlines internationally and having eight million people watch the jump live. 

The jump was not simply good PR, but something more. It was great content marketing, something that will become increasingly important, according to the recent Econsultancy/Outbrain Content Marketing Survey Report.

Here are some lessons we can take away from the jump.

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Facebook-based football game sells players physical Nike kit

The makers of Facebook football game I AM PLAYR are offering fans physical Nike merchandise for its fictional club River Park FC.

The freemium game’s primary income comes from selling virtual goods including Nike branded football boots and cans of Red Bull, but it sees the physical goods as a useful marketing tool as well as a secondary revenue stream.

Users can buy official Nike shirts and scarves from the game’s f-commerce site, powered by Zibaba, for £34.99 and £9.99 respectively.

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Marketers love Promoted Tweets, but why wouldn't they?

After years of speculation, Twitter recently launched an advertising platform of its own. After nearly two months in the wild, some of the marketers who jumped on board to use it first are speaking out.

What they're saying is not entirely surprising: Promoted Tweets are wonderful.

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Q&A: Jim Stengel on purpose driven brands and the state of marketing today

Jim Stengel spent seven years as the global marketing officer at Procter & Gamble and is largely credited for transforming P&G into one of the most admired brand-building companies in the world. He is now president of Jim Stengel, LLC, a think tank and a consultancy that focuses on proprietary research and ways to drive business growth in the current economy. He is also a director of the Motorola Corporation and serves on the Board of Advisors for MarketShare Partners, a marketing analytics firm.

His new book 'Packaged Good', which is set to come out next year, examines the role that purpose driven marketing plays in growing market share for brands.

This week, he was appointed as an adjunct marketing professor at UCLA's Anderson School of Management. Starting next January, he will teach brand marketing to graduate students at the university.

Econsultancy caught up with the marketing guru to see what his plans are at UCLA and what role purpose driven marketing can play in a downturn.

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