Engaging consumers through word of mouth marketing
A Red Bull case study

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Page 1: Introduction

redbull-1In today’s society, consumers are bombarded with promotional  messages from organisations. Consumers receive these messages when they listen to the radio, watch television, read a newspaper, commute to work or simply walk around a city centre. Effective promotion relies on the message reaching the consumer in an accurate and timely way. However, there are so many messages it can be difficult for a business to reach its target audience.

Breaking through 'noise'

img_5112Promotional messages can easily become simply noise. They crowd the marketplace and make everything more confusing for consumers. This creates a marketing problem. To address this problem, some marketers look for new ways to communicate with consumers. They seek to break the traditional rules of marketing by reaching consumers in innovative ways. Dietrich Mateschitz founded Red Bull in 1984 after discovering the widespread popularity of tonic drinks in the Far East. He developed the Red Bull Energy Drink, launching the product on the Austrian market in 1987.

Since then, Red Bull has launched a range of products, including Red Bull Cola in 2008 and Red Bull Energy Shots in 2009. Today Red Bull has annual sales of around 4 billion cans in 160 countries. It employs more than 7,700 people. Red Bull has a distinctive approach to marketing. It uses a progressive marketing strategy. This type of strategy aims to constantly evolve and develop the brand. This approach allows Red Bull to engage with consumers using new and exciting channels of communication.

Social media in marketing

In recent years social media has become a vital marketing tool for many organisations. Its increasing popularity, predominantly with young audiences, has had a huge impact on modern marketing techniques. Digital and social media campaigns are integral to Red Bull’s marketing strategy. This case study illustrates how Red Bull, the manufacturer of the world’s best-selling energy drink, uses a range of innovative promotional techniques to improve the process of communication and drive consumer engagement and loyalty.

Red Bull | Engaging consumers through word of mouth marketing