Social media monitoring project part 1

When you want to drink energy soda, which brand are you thinking about? Probably it is Red Bull. Austrian businessman Dietrich Mateschitz, the founder of red bull, started funding extreme sports since he started his business in 1986 and insisted on making images of his activities into images or photos. On October 14, 2012, when Austrian skydiver Felix Baumgartner was challenged by the supersonic speed and jumped from the edge of the sky, his hot air balloon, parachute bag and cockpit were printed with the eye-catching Red Bull Logo.

Introduction

Red Bull is the world's leading energy drink brand. The company was born in Thailand in 1966 and was originally named Krating Daeng. After the introduction of Red Bull into Europe in 1986 by Austrian merchants, the English brand "Red Bull" was officially used. Because its products are based on supplementary energy, the category of energy drinks are therefore created. On Red Bull's official website, you can't find products, instead, there are stories, videos, music, etc., its target group - young people, everything they like. So what standards does Red Bull follow to create content? The product is mainly focusing on content that draws attention, and the brand is positioned as the media. Red Bull is the real social media company.

Social media platform

 In this project called "Red Bull Stratos", Red Bull not only plays the role of a sponsor, it is also the content producer. Red bull uses social media platform to report this exciting campaign.

Twitter
Twitter have an account called red bull stratos. We can see the followers have 146k people.

In this campaign, red bull uses twitter to live jump. The retweet number is large, the most higher one is 7.1k retweet. 

Also, red bull retweet audience's twitter. I think it is great way to engage audience. 

Facebook

Facebook also created account for this campaign. On October 14,2012, the red bull stratos post picture of the event. We can see this post have 47k likes, 1.9k comments and 4.7k shares, which gain so many responses about this red bull stratos campaign.

YouTube

The simultaneous live broadcast on YouTube attracted 4 million viewers, almost 16 times the peak of YouTube viewers during the 2012 Summer Olympics. “Advertising Age” selected this video of Red Bull as the top ten virus ads of the year. Even Forbes wrote, "This is the most popular marketing campaign that Red Bull has ever done."

Instagram

Google trend analytics

Baumgartner won the heroic glory, and Red Bull has gained unlimited marketing. We can see the Google trends on Oct 14, 2012. This line is rapidly increasing, so the campaign brings large traffic on social media.

Social mention analytics

  We can see the strength of red bull is 82%, which means red bull is hot topic that people always talk about online. The sentiment is 3:1 is good situation because it means positive comments more than negative comments. The passion is 16% is low, which means not many individuals talks about red bull. The reach is 69% is means large range of influence. 

Conclusion

I think red bull campaign caused large groundswell. The National Geographic Channel and the British BBC also produced a documentary for their joint production. This live broadcast not only moved the audience, but also won a group of loyal fans for Red Bull, laying a solid foundation for future word-of-mouth communication. According to this campaign, red bull improves their sales around the world. Therefore, I think it is very successful campaign.