As one of the most classic marketing cases, Red Bull definitely deserves its reputation. When you open Red Bull's official website, there is very little content about the product. Instead, there are various extreme sports videos, events, pictures, news, etc. Red Bull has achieved the goal of injecting the brand into the program content and at the same time spreading the spirit of the brand through the content, killing two birds with one stone, and the effect is excellent. It can be said that Red Bull is not a fast-moving consumer goods company, but a hidden media marketing company.

The adventure sports events organized by Red Bull include cliff diving, extreme motorcycle racing, aerobatic world championships and extreme off-road mountain bike racing, etc. Successfully brought Red Bull’s brand spirit to every corner of the world through content marketing.

In 2012, the event that challenged the limits of mankind can be said to be one of the most classic cases of Red Bull brand marketing. In the early morning of October 14, 2012, the famous Austrian extreme athlete Felix Baumgartner rode a helium balloon to an altitude of 38,600 meters above New Mexico, USA, and then jumped from the high altitude. This jump was the highest The speed actually exceeded the speed of sound, with a maximum speed of 1.34 million meters per hour, which is 1.24 times the speed of sound. The sponsor of this extreme challenge is Red Bull. In fact, Red Bull spent seven years on this live broadcast, and finally achieved remarkable results. More than 8 million people watched this live event, and more than 50 countries broadcast the event. Not only that, the National Geographic Channel and the British BBC also co-produced a documentary specifically for it. This live broadcast not only impressed the audience, but also won a group of loyal fans for Red Bull, laying a solid foundation for future word-of-mouth communication.

While watching these programs and competitions, consumers can also deeply feel the brand culture and brand spirit of Red Bull. For many companies, marketing is just a department, but for Red Bull, marketing has penetrated into the company's blood and become an important factor affecting the survival and development of the company.