Setting Records – for Marketing?

Setting Records – for Marketing?

Amanda Garceau

Red Bull StratosSunday morning, Red Bull set multiple records. Over 40 television networks in 50 countries aired the live feed and over 130 digital partners streamed it on the internet. Among those partners, YouTube set a record of its own – over 8 million simultaneous viewers (the previous record held was 500,000 which Google served up during the Olympics this summer.)

To help further the reach of the campaign prior to the jump, Red Bull Stratos released a site full of great content, with all the campaign information and interactive material in one place. And to take it one step further, Red Bull created a hashtag frenzie on Twitter: #SpaceJump, #Stratos, #Baumgartner, and #RedBull. The day of the jump alone, Red Bull gained over 17,000 new twitter followers.

According to redbullstratos.com, their mission “seeks to advance scientific discoveries in aerospace for the benefit of mankind.” Throughout the project Red Bull maintains that it is more than just a stunt. They hope that the data obtained from the jump can be put toward developing systems that would allow astronauts to escape from malfunctioning spacecraft afer launch.

Red Bull has seemingly mastered the concept of turning a marketing event into an international news story. The risks were high, but the reward was higher—begging the question, what if something went wrong? Millions of viewers could very well have witnessed tragedy on live television. How would Red Bull react under those circumstances? Inevitably there would be public backlash, but would it matter? The amount of exposure was so great that regardless of the outcome, they still gained global attention.

Fortunately, the stunt was successful and records were set: free falling for over 24 miles (4:19 minutes), 833.9 miles per hour – breaking the sound barrier. Check it out for yourself.

Here at eROI, we are no stranger to setting records in the name of marketing. Check out this promotional video to see how Sharp SunSnap™ was able to set the world record for Fastest Time To Install A Residential Solar Photovoltaic System.

Red Bull StratosSunday morning, Red Bull set multiple records. Over 40 television networks in 50 countries aired the live feed and over 130 digital partners streamed it on the internet. Among those partners, YouTube set a record of its own – over 8 million simultaneous viewers (the previous record held was 500,000 which Google served up during the Olympics this summer.)

To help further the reach of the campaign prior to the jump, Red Bull Stratos released a site full of great content, with all the campaign information and interactive material in one place. And to take it one step further, Red Bull created a hashtag frenzie on Twitter: #SpaceJump, #Stratos, #Baumgartner, and #RedBull. The day of the jump alone, Red Bull gained over 17,000 new twitter followers.

According to redbullstratos.com, their mission “seeks to advance scientific discoveries in aerospace for the benefit of mankind.” Throughout the project Red Bull maintains that it is more than just a stunt. They hope that the data obtained from the jump can be put toward developing systems that would allow astronauts to escape from malfunctioning spacecraft afer launch.

Red Bull has seemingly mastered the concept of turning a marketing event into an international news story. The risks were high, but the reward was higher—begging the question, what if something went wrong? Millions of viewers could very well have witnessed tragedy on live television. How would Red Bull react under those circumstances? Inevitably there would be public backlash, but would it matter? The amount of exposure was so great that regardless of the outcome, they still gained global attention.

Fortunately, the stunt was successful and records were set: free falling for over 24 miles (4:19 minutes), 833.9 miles per hour – breaking the sound barrier. Check it out for yourself.

Here at eROI, we are no stranger to setting records in the name of marketing. Check out this promotional video to see how Sharp SunSnap™ was able to set the world record for Fastest Time To Install A Residential Solar Photovoltaic System.

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