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TRANSCRIPT
Red Bull Stratos: Soaring Social Media
By: Corey Greenwood
Brief Overview of Company and Mission
• Red Bull is an energy drink company; one of the most popular in the world
• The Red Bull Stratos mission was a project on October 14, 2012, that involved Austrian skydiver Felix Baumgartner free falling from the stratosphere – Jumped from 128,097 feet – Reached Mach 1.24 (833.9 mph) – Broke the sound barrier, along with a few other records – http://www.youtube.com/watch?v=FHtvDA0W34I
Goals
• Primary goals: – Promote mission – Inform publics – Involve publics
• Along with these goals, Red Bull was aiming to come away with a larger fan base
Tools Used in Stratos Campaign
• Red Bull used a few social media tools to accomplish their goals: – Youtube – Facebook – Twitter
• They also incorporated the Red Bull Stratos website and Instagram
So, how well did Red Bull do in this campaign?
Youtube
• Red Bull streamed the entire mission live on Youtube • Accumulated 8 million concurrent views
– Broke previous record for 500,000 views during 2012 Summer Olympics
• Also gathered an additional almost 60,000 subscribers on October 10 (the date of the cancelled jump), and then an astonishing 87,801 more subscribers on jump day
• On jump day, the Red Bull Stratos Facebook gathered 900,000 interactions (likes/comments) and 83,000 shares
• The status on the right, by itself accumulated over 21,000 comments, 51,000 shares and 489,000 likes
• In a case study conducted by www.socialbakers.com, they estimated that for interaction, it reached 100x more people – Estimated that the Red Bull Stratos Facebook page may have reached
over 50 million users
• Received around 20,000 interactions (Tweets) using the @redbullstratos handle on October 14 & 15
• Hashtags were used more: – #Livejump : over 600,000 Tweets – #redbullstratos : over 400,000 Tweets – #Stratos & # felixBaumgartner : each over 300,000 Tweets
• Also had followers Tweet questions that could be answered at the live press conference after successful landing
Other Tools Used:
Instagram www.redbullstratos.com
References
• Red-Bull-Stratos'-mission-to-the-edge-of-space-countdown-begins. N.p., n.d. Web. 21 Oct. 2012. <http://www.crossfitnittany.com/2012/10/15/tuesday-51/red-bull-stratos-mission-to-the- edge-of-space-countdown-begins/>.
• Boies, Jason. "How Red Bull Stratos Successfully Soared Across Social Media." Cloud. N.p., 15 Oct. 2012. Web. 21 Oct. 2012. <http://blogs.salesforce.com/company/2012/10/how-red- bull-stratos-successfully-soared-across-social-media.html>.
• "Epic Jump Gives Red Bull Wings In Social Media." Socialbakers.com. N.p., 19 Oct. 2012. Web. 21 Oct. 2012. <http://www.socialbakers.com/blog/970-epic-jump-gives-red-bull-wings-in- social-media>.
• McGlaun, Shane. "Red Bull Stratos Skydive Rescheduled for Sunday." Red Bull Stratos Skydive Rescheduled for Sunday. O, 11 Oct. 2012. Web. 21 Oct. 2012. <http://
technabob.com/blog/2012/10/11/red-bull-stratos-rescheduled/> • "See The Best Pics From Red Bull's #Stratos Instagram Feed | | In The Loop Social GroupIn The
Loop Social Group." See The Best Pics From Red Bull's #Stratos Instagram Feed | | In The Loop Social GroupIn The Loop Social Group. N.p., 9 Oct. 2012. Web. 21 Oct. 2012. <http://www.intheloopsocialgroup.com/see-the-best-pics-from-red-bulls-stratos-instagram- feed/>..