1. Red Bull Case Study By: Sophia Rendón

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

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

10. THANK YOU