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It Gives You Wiiiings

A Presentation on Red Bull Media House

Mission Statement
Dedicated to upholding Red Bull standards. Maintain leadership position in industry sector. Deliver superior customer service in highly efficient and profitable manner. Create a culture where employees share best practices. Dedication to coaching and developing the organization into an employer of choice. Red Bulls main objective is to boost ones energy.

History
Red Bull is an adaptation of the Thai energy drink Krating Daeng, which means Water Buffalo. The company was founded by Thai national Chaelo Yoovidhya and Austrian national Dietrich Mateschitz (1987). Its European Headquarters are in Salzburg, Austria. The North American division is headquartered in Santa Monica, CA (since1994).

The Beginning

Shift to A Media Company and beyond

Our goal is to establish a global media network, which covers all individual segments, such as print, TV, mobile, music, and new media. It will be the responsibility of the Red Bull Media House to produce and distribute all the content Red Bull is able to provide. Mateschitz, 2011

Aggressive Strategy
Seek to be the #1 content source for extreme sport fanatics. Innovation Strategy: Offer unique, progressive content at all events. Marketing Strategy: Exceptional product placement via its own content and channels. Content Strategy: Consistent message across every piece of content.

Aggressive Strategy
Service strategy: Target audience consisting of teenagers to young adult males, aging from 18-mid 30s. Introduce new ideas to meet customer satisfaction. Delivery using every available media channel. Decentralized Decision Making: In house production and distribution expertise to publish original content.

TV

Magazine

Buy the drink

FB

Content Distribution Strategy

TV Print Mobile Digital Music Art Gaming

Movie
The Art of Flight (2011): Full length feature about snowboarding.

Reportedly cost $2M to film. #1 on iTunes (sports,

documentary, and overall sales, $10M).

Traditional Media
Red Bull Signature Series: Partnered with NBC Sports Group (2011). Red Bulletin: Distribution of 36M copies per month in 23 major newspapers around the world (2011).

Branded Online Content

You Tube Channel: Host hours of branded content made for sharing. 8 exclusive shows. Red Bull TV: Free 24/7 Web TV. Foursquare, Instagram and more

Other Media Outlets

Red Bull Music Academy: Full recording studio, which has housed the likes of 50 Cent and M.I.A. Art of the Can: Art students display sculptures created from RB cans. Gaming: Partnered with Nintendo UK in 2011. Angry Birds meets new competition: Flutag Flight Lab and Roshambull.

Sponsorship

More than 500 athletes in 100 teams-97 in the US. Professional soccer team, NY Red Bulls. Extreme sporting events from BMX and rally competitions to kayaking and breakdancing.

Red Bull is a media company that sells drinks instead of ads.