Red Bull has long been associated with extreme sports and adrenaline-pumping events, a branding strategy that sets it apart in the competitive energy drink market. The company’s marketing campaigns, especially those surrounding its Red Bull Stratos space jump and the “Can You Make It?” competition, have been both revolutionary and controversial. Red Bull uses these campaigns to tap into a sense of thrill and excitement, crafting a brand identity that appeals to youthful, risk-seeking audiences—exactly the type of consumers likely to purchase their highly caffeinated energy drinks. However, this approach raises questions about the ethical implications of promoting such extreme experiences, especially when considering the dangers involved in some of these events.

Red Bull’s "SpaceJump" and "Can You Make It?" Campaigns

One of Red Bull’s most notable campaigns was the Red Bull Stratos space jump, a project that garnered worldwide attention. In 2012, Felix Baumgartner, a skydiver sponsored by Red Bull, completed a record-breaking jump from the edge of space, plunging 24 miles to Earth. This event was not only a massive marketing triumph but also a demonstration of human courage and the brand’s association with pushing the limits of what is physically possible. The Red Bull Stratos space jump was broadcasted live, drawing millions of viewers and generating massive media buzz. Red Bull’s involvement in this event was a calculated move to align the brand with concepts of risk, adventure, and the thrill of breaking boundaries. The Red Bull Stratos space jump was viewed by over 9.5 million people live on YouTube, setting a record for the most concurrent views on the platform at the time. The jump was also broadcast on 77 TV channels globally. Furthermore, the jump broke numerous records, including highest altitude for a manned balloon flight, highest skydive, fastest freefall speed, and longest freefall.

This campaign was undeniably a huge success, setting records and giving Red Bull massive exposure. I vividly remember watching it with my family when I was younger. There were so many factors that made it compelling television: the live broadcast, the record-breaking feats, and the inherent risk involved made it impossible to look away. Red Bull achieved exactly what they aimed for, incorporating adrenaline-pumping excitement and shock value to captivate their audience.

The “Can You Make It?” competition that launched in 2012 further solidified Red Bull’s reputation as a brand that thrives on daring challenges. In this global contest, university students were tasked with traveling across countries and completing a series of challenges, but there was a catch: they could only use Red Bull cans as currency. Participants were encouraged to “make it” to their destinations by relying on their wit and resourcefulness, while the campaign generated an electrifying sense of competition and excitement. Both events drew attention for their dangerous and thrilling elements, targeting young, adventurous individuals who thrive on excitement and challenge.

This campaign is ongoing as of today, with applications already open for the next challenge taking place in May. This campaign has the same thrilling and dangerous aspect but differs in terms of connectivity. Having university students compete allows for their respective schools to follow them on the journey and have some form of personal stake in the outcome. As a matter of fact, the team that won this past “Can You Make It?” challenge was a group from Texas A&M. Texas A&M University even posted about these kids’ success, and students and alumni—even those who did not know the kids—supported and felt pride in their victory.

The Thrill of Danger in Red Bull’s Campaigns

The main appeal of Red Bull’s campaigns lies in their ability to attract an audience that is not only seeking excitement but also willing to embrace danger. The “SpaceJump” was, quite literally, a life-risking event that captured global attention through its visual and emotional impact. While the event showcased Baumgartner’s bravery, it also highlighted the extreme risks involved in such feats. Scholars have noted that companies like Red Bull often glorify risk and danger to enhance their brand’s allure. Research “shows that there exists an indirect route from brand personality to brand loyalty through product involvement. As noted earlier, only two interaction terms are significant (i.e. excitement and ruggedness)” (Cheng et al., 2014). This research portrays just how Red Bull is able to gather and maintain such a great and energetic fan base. This psychological connection between excitement and brand loyalty is a key component of Red Bull’s marketing strategy.

In the same vein, the “Can You Make It?” competition drew on the thrill of adventure and the satisfaction of overcoming obstacles, but it too was not without its risks. The campaign required participants to engage in physically demanding challenges while navigating unfamiliar environments, all while being filmed for an audience. This kind of thrill-based marketing, which encourages participants to push themselves to extremes, speaks directly to Red Bull's youthful audience, eager for new experiences and willing to embrace the inherent risks.

As noted by Song (n.d.), “Red Bull conducts online marketing activities from the user perspective, the main purpose of which is to attract users’ attention, encourage user participation, increase brand stickiness, strengthen brand credit and create purchase rate.” This encapsulates the core of Red Bull’s strategy—creating thrilling and engaging content that captures attention, builds brand loyalty, and ultimately drives sales.

Conclusion

Red Bull’s marketing strategy excels at creating excitement through extreme sports and high-risk events. Campaigns like the Red Bull Stratos space jump and the “Can You Make It?” competition effectively capture attention and build loyalty among young, thrill-seeking audiences. By associating the brand with adventure and pushing boundaries, Red Bull appeals to those seeking bold experiences and adrenaline-pumping content.

The company’s success lies not only in its captivating campaigns but also in its ability to leverage social media for user participation, strengthening brand loyalty and engagement. Red Bull's strategic focus on thrill and risk has undeniably made it a leader in the energy drink market, achieving remarkable brand recognition and consumer devotion. While the risk-focused strategy raises ethical concerns, its impact on consumer behavior and brand identity is undeniable.

Click Pic for Red Bull Stratos space jump video!

Click Pic for a “Can You Make It” video!