Is there too much month at the end of your money?
Are you unable to save for your very own EuroTrip?
Red Bull has the solution …
The Company Behind the Can
Moved by functional drinks from the Far East, Dietrich Mateschitz established Red Bull in 1980’s. He created the formula of Red Bull Energy Drink and developed the unique marketing concept of Red Bull. In 1987, Red Bull Energy Drink was sold for the first time in Austria. Since that day, the works and assignments of many employees and students throughout the world owe their completion to Mr Mateschitz creation. Additionally, the launch of the energy drink company was not only the debut of a new product; it was the introduction of a completely new product category all to its own. Today, Red Bull is available in more than 169 countries and around 60 billion cans of Red Bull have been consumed so far.
Can You Make It
Red Bull’s annual Can You Make It campaign is a competition featuring 165 student teams from more than 50 countries. The teams travel across Europe using nothing but Red Bull cans as their currency and travel over 1,000 kilometres in European cities over one week. Each team will hand over all their cash, cards and personal phones and are expected to exchange the cans for transportation, food and accommodation.
I know what you’re thinking, a whole week without whatsapp? How will I survive?
Red Bull ensures that teams remain focused and definitely not bored throughout the journey, as the aim of the game is to arrive at the final secret checkpoint with the highest score. Scores are based on the Checkpoint Challenges, Adventure List tasks and Social Following achieved by each team. Teams are required to continually post photos, videos and updates to build the support of their followers and make their friends and family at home a little jealous too.
To find out more more go to: https://www.redbullcanyoumakeit.com/en/details/
CANsumors of Red Bull
Red Bull has two main target markets. Its primary target market is males ranging from 15 – 30 years old, who live a constantly exciting and adventurous lifestyle. This kind of lifestyle is embedded in those who participate in extreme sports and this is what has lead to Red Bull’s unique marketing strategy of event sponsorship, as well as lifetime sponsorship of these sportsmen. The company’s secondary market consists of older consumers who are 25 – 45 years old. This market is focused on attracting consumers in the most basic sense – consumers who wish to enjoy the drink for its taste and its benefits. This market makes up the majority of its consumer base.
This secondary market gave birth to the EDITIONal drinks that Red Bull now supplies. This has diversified and expanded both target markets. The new flavours are more appetising and thrilling to consumers (especially to the night clubbers who enjoy their Jägerbombs). The most recent flavours are:
- The red edition (cranberry flavoured)
- The blue edition (blueberry flavoured)
- The silver edition (lime flavoured)
Red Bull’s “Can you make it” campaign has its own particular target market, which consists of university students who are suffering from wanderlust.
WANDERLUST wan·der·lust (noun) ˈwändərˌləst a strong desire to travel.
Secret Behind the Buzz
Red Bull does not make use of conventional promotional tools, instead they focus on creating brand awareness by forming good relationships with their consumers through sponsorship and free samping. This is seen by their wing’s team, mini’s, famous red bull trucks and fridges.
Generation Y is the main focus of the can you make it campaign, so it was only fitting that Red Bull made use of social media to create a buzz about it. They did this by means of putting university student’s best skills to the test by requiring them to post and share their applications over multiple media platforms causing the term “can you make it” to go viral.
The social media platforms that are used include:
Red Bull is for people who like to live to life to its fullest. This campaign shows this as it spreads the words to those who are always looking for something exciting and new to do. Can you make it allows individuals to explore not only themselves but various parts of the world too. The campaign allows people who would not have bought Red Bull for themselves a chance of tasting it and to share this unique story.
Traveling is the only thing you buy that makes you richer and watching this video can give you a sneak peek into how YOU can make it…
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