Extreme Content Marketing Marina Psiloutsikou Advertising and Communications Management 19. November 2015 „Get Content – Get Customers “

1.Definition of Content Marketing 1.1 Traditional Marketing vs. Content Marketing 2. Extreme Content Marketing 2.1 Literature Review 3.Examples 3.1 Red Bull 3.2 GoPro 4. Conclusion Agenda 2 Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum

1.Definition of Content Marketing Headworth (2015), S.135. Hillary (2015), S “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum

 Creating: Fun facebook post  Value: How to cut a mango  Audience: Mango lovers  Most important: You need a mango! 1.Definition of Content Marketing - Example 4 Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum

Traditional  Single messages – often via few channels to one specific audience  Pushing messages - interruptive  Monologue communication  Provides little/no value for customer Content Marketing wins customers Content 1.1 Traditional Marketing vs. Content Marketing  Multi-dimensional messages via multiple channels to multiple audiences  Offering content – engaging  Multi-logue communication  Value through information 5 Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum Light (2014). McCole (2004).

…is Content Marketing  With focus on extreme activities  With an attention-grabbing wow factor Why extreme sports?  Danger and emotions → deeper brand association  „free or soul sports“  Interesting for participants and broader audience 2. Extreme Content Marketing Mann (2015). 6 Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum It is about the lifestyle rather than the event

Academic Literature  Only research regarding our example Red Bull in other marketing fields  But none about Extreme Content Marketing in general Magazines and general attention  Main focus in our case on extreme sports  Articles about emotional aspects of extreme sports  Limited to a few companies: Red Bull, GoPro 2.1 Literature Review Bughin, Doogan and Vetvik (2010). McCole (2004). Baltes and Leibing (2008). Foscht, et al. (2008). 7 Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum

 €1.4 Billion marketing budget €50 Million for space jump €200 Million for Formula athletes under contract  Red Bull Media House Magazine:Red Bulletin TV Channel: Servus TV, Red Bull TV Movie: The Art of Flight Music Label: Red Bull Records, Red Bull Academy Radio O‘Brien (2012). Bedor (2015). 3.1 Red Bull Alignment of the brand with extreme sports and action 8 Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum „Red Bull is a publishing empire that also happens to sell a beverage“

 GoPro’s Marketing Strategy Limited marketing budget User content published on existing social platforms (video contests) Over 20 Million social media followers 3.2 GoPro Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum  GoPro Channel Emphasis on the content rather than products Videos with emotions and sports instead of shoving the product McKibbin (2015). Biancuzzo (2014). 9 Putting the customers experiences in the center „GoPro got to where it is with a simple cross-channel strategy on a shoestring budget“

4. Conclusion  Extreme Content Marketing: Uses emotions connected to extreme sports Creates deeper brand association Gains great attention Is available for any company in any sector 10 As constant growth has been seen in content marketing we assume that extreme content marketing will develop into an important field in the future. Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum

Baltes, G., Leibing, I. (2008): Guerrilla marketing for information services? New Library World, Vol. 109 Iss: 1/2, pp Bedor, L. (2015): HOW GOPRO’S CONTENT MARKETING PUTS EXPERIENCE BEFORE E-COMMERCE, in: Marketing Insider Group, URL: [online], Accessed: Biancuzzo, M. (2014): Why GoPro is Set for a Strong Wall Street Debut, in: wallstreetdaily, URL: [online], Accessed: Bughin, J., Doogan J., and Vetvik O. J. (2010): A New Way to Measure Word-of-Mouth Marketing in: McKinsey Quarterly, URL: [online], Accessed: Foscht, T., Maloles III, C., Swoboda, B., Morschett, D., Sinha, I. (2008): The impact of culture on brand perceptions: a six‐nation study. Journal of Product & Brand Management, Vol. 17 Iss: 3, pp Griffis, G. (2013): Extreme Content Marketing With Red Bull, in: The kapost Blog, Senior Managing Editor: Anne Murphy, URL: [online], Accessed: Headworth, A. (2015): Social Media Recruitment. How to successfully integrate social media into recruitment strategy, London Hillary, M. (2015): Customer Engagement Officer. Content Marketing and the Realities of Executive Blogging, Brazil Light, L. (2014): Brand Journalism Is a Modern Marketing Imperative. How Brand Journalism Is Impacting Brand Management, in: Advertising Age, URL: marketing-imperative/294206/ [online], Accessed: References 11 Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum

Mann, M. (2015): Why extreme sports marketing campaigns should dial up the pursuit of liberation, in: BrandRepublic, URL: [online], Accessed: McCole, P. (2004): Refocusing marketing to reflect practice. Marketing Intelligence & Planning, Vol. 22 Iss 5 pp. 531 – 539 McKibbin, A. (2015): GoPro's Digital Marketing Is Even More Extreme Than You Imagined. An adventurous strategy, in: Adweek, URL: [online], Accessed: O‘Brien, J. (2012): How Red Bull Takes Content Marketing to the Extreme, in: Mashable, URL: [online], Accessed: References 12 Anna Hildebrand, Jonas Lang, Sophia Schütze, Theresa Thum