Red Bull, an energy drink, was born in the early ’80s after an encounter between Dietrich Masteschitz, a toothpaste salesman from Austria, and Chaleo Yoovidhya, a Thai businessman.
On tasting Krating Daeng, the local energy drink manufactured by Yoovidhya’s company, Masteschitz went into partnership with Yoovidhya and spent the next few years perfecting the brew to launch it internationally.
Ever since then, Red Bull’s been mainly targeting a segment of 18- to 34-year-old men based on their interests—being outdoors, taking risks and having fun. The brand began sponsoring “edge sport” athletes, like base jumpers, BMX racers and mountain bikers, as well as “e-sports,” which did not have many big brands attached to them.
This meant Red Bull pulled its audience in, rather than pushing messages out. Even though these were niche sports, each one Red Bull picked had strong audiences and followers who fit its target audience profile.
Learn even more about the convergence of technology and branded content at the FUSE Enterprise summit. Artificial intelligence and personalization will be featured among many other techniques and technologies.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.