Bull Reaches New Heights

On October 14th, Austrian skydiver Felix Baumgartner set several records including:

  • the highest balloon ascent
  • the longest skydive
  • the first man to break the sound barrier in free fall

Baumgartner didn’t float silently into the Guinness World Records on his logoed parachute. The feat garnered front page mention in the New York Times, the Wall Street Journal, USA Today and leading world newspapers. It was featured on major broadcasts, while some 8 million viewed the jump streaming live in some 50 countries. In PR speak, it got a lot of ink.

Don’t try this from home:

Felix Baumartner about to jump

The big jump was more than the work of a stuntman and a few of his buddies going for bragging rights. It was the joint effort of a sizable technical and scientific team, which has been working on the project since 2007.  Who funded this effort? Fellow Austrian company, Red Bull, the maker of the caffeinated and sugared “energy drink,” seen in skinny 8.4 oz. cans.

Privately held Red Bull, won’t disclose the cost of this project, but from the roster of equipment and experts, it would have had to been eight figures. Whatever the budget, it could have bought Red Bull could have bought a lot of traditional advertising and sales promotion.

Red Bull sponsors sports and games such as skate boarding, BMX biking, and surfing. Events it believes will appeal to its aspirational target – young, , cool, active, male. In this case, it both connected with core customers and transcended conventional marketing to creating a phenomenon. The positioning and messaging were as on target as Baumbartner’s flawless landing. No amount of advertising alone could have done so.

We may never have the resources to stage such an event. Instead of being yet another sponsor at yet another show, we can still strive for promotions, which are relevant and remarkable.