Red Bull Crashed IceMarketing through extreme

sport

XEN003 Communication skillsFeb 2011

Suvi Poutanen

Red Bull – more than an energy drink

• Dietrich Mateschitz, the creator (1987) and owner of Red Bull International

• “It gives you wings”• Advertising – an aggressive international marketing campaign– sponsored activities– team ownerships

Companies benefit from sport sponsorship

• From the article Event sponsorship as a value creating strategy for brands

• The study was made by Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis and published in the Journal of Product & Brand Management (2008).

Red Bull Crashed Ice – downhill skating competition

World Championship Tour 2011 Jan 15 Munich, GermanyFeb 5 Valkenburg, NetherlandsFeb 26 Moscow, RussiaMar 19 Quebec, Canada

Top 5:1. Arttu Pihlainen FIN 1800 2. Kyle Croxall CAN 1700 3. Scott Croxall CAN 14004. Lari Joutsenlahti FIN 820 5. Lukas Kolc CZE 810

http://www.skatelog.com/photos/countries/cz/2005-crashed-ice-150105ih16-360x240.jpg

http://www.snapme.ca/files/u3/Space_ball.jpg

http://www.lifeinquebec.com/wp-content/uploads/2010/11/RedBullCrashedIce_Photo.jpg

http://www.redbull.com/cs/RedBull/RBImages/000/000/441/306/original/QU_AA_NIEF_AA_4611.jpg

http://www.hockeyfans.ch/news_portal/bilder/23038_redbulldavos2.jpg

http://www.redbull.com/cs/Satellite/en_INT/Video/Best-of-Red-Bull-Crashed-Ice-Valkenburg-021242956736275

References:

• http://findarticles.com/p/articles/mi_m0BDW/is_22_42/ai_75286777/

• http://en.wikipedia.org/wiki/Crashed_Ice• http://www.redbull.com/cs/Satellite/en_INT/

Events/001242745950157• http://www.premiership.com.au/pdf/

Sponsorship.pdf• http://www.emeraldinsight.com/journals.htm?

articleid=1737941&show=abstract