Red Bull has mastered the art of word-of-mouth marketing, tapping into the fact that 92% of consumers trust recommendations from friends, family, and their peers over traditional marketing methods.
Additionally, 83% of Americans report that they are more inclined to buy a product or service when it’s suggested by someone they trust.
At the heart of Red Bull’s approach are two key strategies:
They are creating buzzworthy, on-brand experiences and leveraging the power of brand ambassadors.
For example, their Wings Team, composed of youthful and adventurous ambassadors, plays a pivotal role in this strategy.
They engage with people in one-on-one interactions and at various events, sharing the Red Bull experience.
Moreover, Red Bull sponsors thrilling, extreme sports events that naturally generate conversation.
From cliff diving spectacles to awe-inspiring feats like Robbie Maddison’s motorcycle backflip over London’s Tower Bridge, these events are not just about the sport but also about creating stories that people love to share.
The annual Flugtag event, where participants build and pilot their human-powered flying machines, is another testament to Red Bull’s commitment to creating unique, shareable experiences.
In essence, Red Bull’s marketing flies high on the wings of engaging experiences that resonate with people, encouraging them to spread the word.
Their strategy is a dynamic blend of adventure and personal connections, showing that the best marketing often happens when people can’t stop talking about your brand.