The Red Bull ProjectNick Avram NMDL 2011

Red Bull: At a glance Back in the day:• Red Bull was created in Austria

1987• Entered the U.S. market in 1997

Now:•world’s leading energy drink•Over a billion cans sold annually in nearly 100 countries. •Red Bull holds 70% world market share of energy drinks.

Red Bull: The future

Our Challenges:Red Bull needs to maintain

thetop spot.

Maintaining brand loyalty

Staying relevant

Red Bull Brand Persona

Our Target Market:Active in extreme sports, hobbies and activitiesYoung males

Music & art enthusiasts Video gamers

Online Overview

Red Bull has a large online presence, we must keep this growing

with efforts from online websites that are free and or cost efficient.

Currently Red Bull has 21,603,602 fans on their Facebook page

257,987 followers on Twitter

+ Numerous websites and blogs for different Red Bull hosted events/activities

3,093,404 channel views with 198,757 subscribers

Strategy

Implementing cross media competition: Incorporating all forms of social media Together, interacting with one another .

Google AdWords: increase search engine results & consumer leads.

AdWords = Generates web site hits,

brand awareness andconsumer activity.

Keywords:“energy drink”“performance enhancing drink”“Extreme sports drink”“best energy drink”

Measures of SuccessGoogle Tools

Measure Website Traffic

Tracking our target market

Tracking actions our consumers make

Cost Per Click

Successful Outcomes

Increase in website traffic

Increase in followers across all forms of social media accounts

Increase brand loyalty

Secure top stop in our market share

Increased communications with consumers

Staying relevant

Budget & TimelineTimeline Length: One year

Ads implement weekly across all forms

of media.

AdWords implemented weekly.

Google Tools used at the end of each

Month to record progress

Facebook $10,000

Twitter $10,000

YouTube $10,000

Google AdWords $20,000