When it comes to “owned media” – Red Bull stretches the
definition to unprecedented heights. Red Bull Media House (RBMH) is a
multi-million dollar film production company fully owned and operated by the
soft drink giant. This leg of the company engages world-class directors,
producers, camera crews, actors, and athletes to produce gripping feature
length films and documentaries of “Hollywood quality” – many of which are
released for sale on iTunes and other online video services.
While the films
mainly focus on extreme sports, outdoor adventure, and popular music – the
glorious part of it all is that the Red Bull logo seems to tastefully make its
way into almost every shot while somehow not being too noticeable or
overbearing to the viewer. Imagine a movie-length commercial-in-disguise so
wildly compelling that millions seek it out and pay to watch it! Making this dream
a reality is the task at hand for RBMH, and they manage to carry it out with
flawless success.
“Brands have lately woken up to the fact that their
information and entertainment outputs can and should go beyond the paid,
interruption-based model known as advertising” said fastcompany.com’s Teressa Iezzi in her feature on RBMH (who came in at #29 on the sites list of Most Innovative
Companies for 2012). “Content isn't considered a loss leader [for Red Bull],
and it expects Media House to turn a profit and be a business unto itself.”
No comments:
Post a Comment