is red bull driving traditional publishers out of business?

RED BULL MEDIA HOUSE

Are they driving traditional publishers out

of business?

CAMERON UPSHALL | KING CONTENT MELBOURNE | www.kingcontent.com.au


Could the recent partnership between Adidas and Red Bull, the first campaign in which a third-party brand has natively ‘advertised on Red Bull Media House digital properties, signal the end of traditional publishing as we know it?


Once just a content publisher, promoting its own athletes, events and sports representation, Red Bull Media has, with this Adidas deal become a content conduit for others. A publisher that is willing to push another brand’s messages.


THIS IS A SIGNIFICANT ALLIANCE FOR SEVERAL REASONS

It’s a perfect example of

native advertising

ONE DAY WE MAY LOOK UP THE DEFINITION OF ‘ADVERTISING’ AND FIND RED BULL MENTIONED

1 It follows a

brand-to-brand rather than the more traditional brand-to-

publisher model

It’s an example of a�global brand publisher

endorsing native advertising

2 3

Great content marketing is about

UTILITY

You need to provide your customers with something that satisfies their

wants and needs.

Native advertising is no different

The content you promote needs to be truly valuable and relevant to the

people you’re talking to.

Red Bull Media House has been doing this for some time with a

“focus on delivering inspiring, real-‐life stories, and events from across the Snow, Bike, Motorsports, Skateboard, and Adventure arenas of the Red

Bull World.”



That’s Red Bull’s take on things. And when you look at what the brand stands for, it is clear that it is catering to the passions of its customers. This is where Adidas has seen an opportunity to spread its own wings. By using newly created Adidas Outdoor footage, it has successful tapped into Red Bull’s adrenaline junkie market.

Brands, agencies and publishers should note of the boldness of Red Bull’s approach. It is certainly not afraid to let fans know they are being enveloped in a ‘native’ universe. THIS ILLUSTRATES TWO THINGS:


REDBULL KNOWS AND TRUSTS ITS

AUDIENCE

Perhaps more importantly it knows that this audience trusts it as a

credible source of content.

ADVERTISING CAN ADD TO THE EXPERIENCE

If the content is good and on

message, it can enhance the user experience, not detract from it.

WILL MORE BRANDS FOLLOW SUIT?


NO MARKETING MANAGER WORTH THEIR SALT WULD FAIL TO CAPITALISE ON THE OPPORTUNITY TO PARTNER

WITH A BIG BRAND MEDIA HOUSE, ESPECIALLY IF IT ALLOWS THEM TO AGGREGATE, ENGAGE AND LEVERAGE

A FANATICAL BRAND-ALIGNED COMMUNITY


THESE ARRANGEMENTS COULD SOON BECOME COMMONPLACE METHODS OF REACHING OUT TO

AUDIENCES, REPLACING TRADITIONAL ADVERTISING CAMPAIGNS


Could a company such as Carlton & United Breweries (CUB) turn the tide on agencies and move away from paid media by ‘doing a Red Bull’: becoming a media house, disrupting a market, and commanding advertising dollars?

IS IT POSSIBLE FOR OTHER BRANDS TO DO WHAT RED BULL HAVE DONE?

$$

$$


IMAGINE CUB JOINING FORCES WITH CRICKET AUSTRALIA AND PUSHING ASIDE CHANNEL NINE ON DIGITAL COVERAGE – IT COULD HAPPEN.


So if this is the future then will traditional publishers need

to change to retain a share of voice and market?

Red Bull Media House is certainly a

formidable competitor, the first of many I would imagine. Because the times they are a-changin’.

is red bull driving traditional publishers out of business?

Marketing

red bull media house

red bull mentioned1it

adidasand red bull

red bullmedia houseare

cameronupshallthats

big brand media house

boldness of red bulls

moretraditional brand