How Red Bull Uses Entertainment Marketing To Harness Cheap Attention

How Red Bull Uses Entertainment Marketing To Harness Cheap Attention

Hey Million Dollar Secrets fam, 

Today, let's deep dive into a strategy so brilliantly executed, it turned an energy drink into a global icon. Yes, we're talking about Red Bull, and their genius use of entertainment marketing to capture millions of eyeballs at a fraction of the cost.

Let’s dive into their strategies… A blend of entertainment, dramatic demonstrations, and unforgettable experiences.

THE FIRST CAN… HOW IT BEGAN.🥤

12.1 BILLION cans of energy drinks! That’s how much Red Bull sold in 2023. Did you catch that? Over 12 billion cans sold in ONE. SINGLE. YEAR. Bonkers!

When I first read that stat on the Red Bull corporate site, I couldn’t believe it… I was truly shocked at how massive the company had become simply through the use extreme sports and viral marketing campaigns.

Dietrich Mateschitz, the founder of Red Bull, had to be pretty creative to envision a drink that would be sold through hosting events, sponsoring marathon runners and all the other creative ways they’ve marketed themselves up until this point. I mean, he did start this product back in 1987, so it wasn’t like social media was around!

But what he did crafted had a domino effect that ended up transforming into something TREMENDOUS over the course of time.

WHAT SETS RED BULL APART FROM THEIR COMPETITION 🔑

As a marketer and someone who has a love for business, there’s a few things I see that Red Bull REALLY does well. Let’s take a quick look into the strategies and branding techniques I feel like they crush it with:

1. The Art Of Dramatic Demonstrations: If you follow Russell Brunson (founder of Clickfunnels.com), then you may have heard of the term “Dramatic Demonstrations”. Every day, thousands of business owners are marketing their products and services… Trying to grab attention and gain sales. The Dramatic Demonstration is a way you can set yourself apart from the crowd. It’s by doing something so large and so extreme that people are captivated! This is what Red Bull does exceptionally well. They have learned to host events and create content that leaves people saying, “There’s no way that’s real!” And in return, people are drawn into watching!

2. Promoting A Lifestyle, Not A Product: Through these dramatic demonstrations, Red Bull has shown that they're not just selling a drink; they're promoting a lifestyle! They’re promoting a way of living that promotes adventure, thrill, and a sense of living on the edge. This approach goes beyond traditional advertising by creating a narrative that's almost irresistible to the target demographic.

3. Entertainment As A Lead Magnet: Yes Red Bull uses dramatic storytelling to sell a lifestyle, but they also have learned how to use entertainment as a lead magnet for their business. I tell my students all the time, those who learn how to grab and keep attention will get paid the most… And Red Bull has learned how to use entertainment as a way to do that! Each event, each video, each sponsored athlete is a conduit to reach potential customers. They've mastered the art of making their brand so intertwined with entertainment that you can't think of extreme sports without picturing that iconic blue and silver can.

So, how can we, as savvy online entrepreneurs, borrow from Red Bull's playbook?

It's all about thinking outside the box and finding unique, entertaining ways to showcase your brand. Create content or experiences that resonate with your audience's passions and interests. The goal is to entertain first, subtly weaving your brand into the narrative.

Believe it or not, humor and entertainment is one way to gain trust with your potential audience.

1. Identify Your Audience's Passion Points: What makes your audience tick? Is it humor, adventure, innovation? Tailor your content to align with these interests.

2. Create Unforgettable Experiences: Whether it's a live event or an interactive social media campaign, make it memorable. It should be something your audience wants to talk about and share. Remember to ask yourself, is this content shareable and savable.

3. Leverage Storytelling: Every brand has a story. Use yours to connect with your audience on a deeper level.

4. Embrace Risks and Innovations: Don't shy away from trying something new or unconventional. Dietrich and Red Bull’s marketing successes often came from ventures no other brand had dared to even try.

5. Consistency is Key: Red Bull didn't build its empire overnight. They've been consistent in their messaging and branding across all platforms and over time.

So, as I wrap this up, ask yourself: how can you make your brand not just seen, but experienced?

How can you create a marketing campaign that's not just about selling a product, but about selling a dream, an adventure, or a story?

I think Red Bull’s story and current strategy is one to be noted of and potentially used by every online entrepreneur in 2024.

Blessings,
Michael Tucker