Red Bull sponsors sports and music events year-round across
the globe to ensure major awareness is with their target market. For instance, a sponsored
music festival may have a designated “Red Bull Stage” to which a large portion
of the event’s scheduled performers will be assigned. The assigned stage, any
tables, and the nearest bar will typically be branded and reps may hold
contests or give out merchandise in between sets. Aside from the highly visible
theatrics – all tickets sold, flyers, and show schedules will most likely mention “Red
Bull Stage” to direct concert goers to the appropriate area in order to catch
their favorite band at the scheduled time.
After being subjected to this level of logo saturation it is impossible for attendees not to recognize the
brand. Red Bull employs this highly successful PR tactic as a way to gain a sense of
familiarity in the public mind and ultimately be remembered by each of these consumers
next time they visit a convenience store and are faced with a can of Red Bull in a sea of competing products.
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