Saturday, March 28, 2009
World of Red Bull
Rarely do television commercials captivate a viewer's attention. Face it, viewers live in a DVR'ed culture that wants programs delivered at micro-wave speed. In fact, Leichtman Research Group (LRG) concludes that 1/4 of all US households currently use a DVR and that number is expected to grow 1/2 of US households by 2011. Today's commercial zapping viewers have no time for "the man" and his speakerphone of commercial propaganda. ...What's a marketer to do?
Ingeniously, Red Bull has shifted its branding efforts into high gear and is delivering results with full throttle appeal. Red Bull's World of Red Bull, a series of 3 product awareness commercials, meets today's consumer in the middle ground. From surfing to dancing, the commercial series segments and appeals to Red Bull's primary target audience, adventurous males 18-24. The commercial's premium content highlights a cool lifestyle, while engaging diverse viewers in the brand. ...What 20-year old male will fast forward through footage of 20 ft+ Teahupoo or Evil Knievel-style aerobatics?
The next time you are brainstorming ideas for your brand's future advertising campaign, focus on creating premium content that segments the target audience. You may be surprised where your new marketing wiiings will take you.