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By now, we all know that RedBull (the product) gives us wings — the charming hand-drawn TV ads tell us so. But now RedBull (the company) is delivering The RedBulletin, an almost independent monthly magazine. The publication covers topics such as exploration, foreign travel, culinary arts and other items potentially of interest to a wider demographic than 18-to-24-year-old guys.
Will people shell out $4.99 at the newsstand for a magazine which, with RedBull logos on every page, serves the purpose of promoting the RedBull product and creating brand loyalty?
Maybe. Branded content, done well, can be more powerful – and sometimes more cost effective – than paid ad campaigns. With Red Bull sponsoring extreme sports, hosting worldwide events and promoting itself through video games and celebrities, it makes sense that they turn these opportunities into branded content about exotic locales, elite competitors, and insider knowledge on a wide range of other extreme topics. More than just an energy drink, RedBull is striving to extend its brand and become your cool older brother. And who doesn’t want to learn from his cool older brother?
How about you? Are there branded content strategies available for you to expand your reach? Is there a way to turn customer engagement and industry knowledge into branded content that sells? Take the bull by the horns and see where branded content can take your company.
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