Red Bull Case Study By: Sophia Rendón

Digital Marketing Overview Mobile  center of digital marketing Social platforms  more prevalent Transparency dictates brand-consumer relationships Genuine brands successfully connect with audience digitally Need for good content will never slow down User-generated content will surpass branded content Quickly measure success of marketing Enables effective planning

Warby Parker #WarbyHomeTryOn Consumers get feedback from social network Warby Parker gets free marketing April Fools Warby Barker’s website take-over caught attention Annual Reports Reveals the brand’s quirky, fun personality

Increase the Presence. Increase the Buzz. Step 1: Official Sponsor Step 2: Strong Presence at Festival Step 3: Red Hot Chili Pepper Stunt Step 4: Spark Social Conversation Step 5: Engage Global Audience Lollapalooza Digital Marketing Plan

Current 2016 Lollapalooza sponsors Sponsor Lollapalooza 1. Allows overall more presence at festival 2. Red Bull ad space to promote festival marketing experiences  The ad space can be used to market our live-stream and onsite promotions Sponsorship

Red Bull Presence Have an actual Red Bull stunt from the Adrenaline Bus happen during the Red Hot Chili Peppers finale + Ride the Adrenaline Bus to Lollapalooza ++ Red Bull stations at departing flight to Chicago, IL before Lollapalooza Red Bull cans on stage during Red Hot Chili Peppers performance

Spark a Social Conversation. = = “Already drinking Red Bull on my way to Chicago” + Ticket to ride Red Bull / GoPro Adrenaline Bus + Earned media from amazing content

Engage Global Audience with Digital Content. Encourage rumor of simulated stunt for RHCP performance. Attendees will spark a buzz about Red Bull’s marketing at the actual festival Allow live-stream viewers to experience the Adrenalin Shuttle on Red Bull TV

Conclusion. Lollapalooza 1. Establish strong presence 2. Generate conversation over social media 3. Create exciting content  Drive Red Bull consumption  Drive global tune-in

THANK YOU