Marketing through extreme sport

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Presentation transcript:

Marketing through extreme sport Red Bull Crashed Ice Marketing through extreme sport XEN003 Communication skills Feb 2011 Suvi Poutanen

Red Bull – more than an energy drink Dietrich Mateschitz, the creator (1987) and owner of Red Bull International “It gives you wings” Advertising an aggressive international marketing campaign sponsored activities team ownerships

Do companies benefit from sport sponsorship? From the article Event sponsorship as a value creating strategy for brands, made by Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis and published in the Journal of Product & Brand Management (2008). Sport sponsorship can be a tool in achieving the goals that companies have for their brand management. It can help to build powerful brands with high value in the marketplace. There have been also previous studies about sport sponsorhip increasing brand awareness and familiarity.

Red Bull Crashed Ice – downhill skating competition World Championship Tour 2011 Jan 15 Munich, Germany Feb 5 Valkenburg, Netherlands Feb 26 Moscow, Russia Mar 19 Quebec, Canada Top 5: 1. Arttu Pihlainen FIN 1800 2. Kyle Croxall CAN 1700 3. Scott Croxall CAN 1400 4. Lari Joutsenlahti FIN 820 5. Lukas Kolc CZE 810

http://www.skatelog.com/photos/countries/cz/2005-crashed-ice-150105ih16-360x240.jpg

http://www.snapme.ca/files/u3/Space_ball.jpg

http://www. lifeinquebec http://www.lifeinquebec.com/wp-content/uploads/2010/11/RedBullCrashedIce_Photo.jpg

http://www.redbull.com/cs/RedBull/RBImages/000/000/441/306/original/QU_AA_NIEF_AA_4611.jpg

http://www.redbull.com/cs/Satellite/en_INT/Video/Best-of-Red-Bull-Crashed-Ice-Valkenburg-021242956736275 http://www.hockeyfans.ch/news_portal/bilder/23038_redbulldavos2.jpg

References: http://findarticles.com/p/articles/mi_m0BDW/is_22_42/ai_75286777/ http://en.wikipedia.org/wiki/Crashed_Ice http://www.redbull.com/cs/Satellite/en_INT/Events/001242745950157 http://www.emeraldinsight.com/journals.htm?articleid=1737941&show=abstract