Campaigns · Global · 2012
Red Bull: Stratos
Felix Baumgartner jumped from the edge of space, and Red Bull owned the most-watched live moment online.
By Maer Media editorial teamPublished 4 October 20263 min readRed Bull Media HouseCampaigns · Content & Social
- Brand
- Red Bull
- Market
- Global
- Year
- 2012
- Category
- Campaigns
- Agency or team
- Red Bull Media House
- Channels
- Live stream, broadcast, PR
The context
Red Bull markets itself through extreme sport and media rather than conventional advertising. Stratos took that model to its limit.
Red Bull’s brand is about pushing human limits.
The move
After years of preparation with scientists, Baumgartner ascended in a balloon to about 39 kilometres and jumped, breaking the sound barrier in free fall. Red Bull produced and distributed the event as its own media.
How it was executed
- Spent years preparing with scientists and engineers.
- Streamed the ascent and jump live.
- Distributed the footage worldwide as its own media.
Felix Baumgartner jumped from the edge of space, and Red Bull owned the most-watched live moment online.
What happened Reported facts
More than eight million people watched live on YouTube at the same time, a record at the time, and the jump was broadcast in dozens of countries. It became the defining example of brand-as-publisher.
Why it worked Maer’s analysis
The event proved the brand idea, and owning the media meant owning the story.
What to take from it Maer’s analysis
- 01A brand can be the media company.
- 02Own a territory so completely that the stunt is believable.
- 03Scientific credibility made it more than a stunt.
Indian brands can own territories such as adventure, cricket culture or music by creating events and content rather than renting attention.
Where Maer applies this
The same thinking runs through these brand templates:
Sources: Red Bull Stratos; YouTube (2012). Figures are as publicly reported; Maer Media was not involved in this work and is not affiliated with Red Bull.
The Maer Media editorial team studies how brands are built, from positioning and packaging to launches and growth. Figures in each case study come from the public sources listed above; the analysis and the India notes are our own. More about Maer
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