Social media have gained popularity in recent years as an advertising tool; businesses nowadays use social media to advertise their brands and products. Red Bull promotes on social media a particular life style concentrated on energy, sports and performance rather than their own product (Carlier, 2013). Red Bull has integrated different types of social media to reach out to their targeted market. It will be discovered later on what different types of social media tools and which media is the least effective for Red Bull to use.
Red Bull is an Austrian company that was founded in the mid 1980’s. It has not just launch its first product, but a new, different product market. They have sold about 5.387 billion cans worldwide in 2013. Also they sell their beverages to over 166 countries (Red Bull the company, 2014). They aim for young culture and extreme sports.
Red Bull is mostly based on social media; therefore, it has been the force that driving their advertising and promotions, they are heavily dependent on it (Carlier, 2013). Red Bull’s core message,’ Gives you wings’. Their primary social media is Facebook for marketing. Their Facebook page has been ranked top 50 branded pages on the world’s largest social network (The Content Strategist, 2012) .Their main page has over 42 million likes (Facebook, 2014). They do have other Facebook pages, which are dedicated to their other events and sponsored activities (Heit, 2013), such as Stratos Balloon, X-Fighters which each of these pages alone are extremely close to a million likes, and the Music Academy is over a million likes (Carlier, 2013). On their main Facebook page they usually post around one or two posts, however, it is very rare to find a post that contains an image of the Red Bull can. Instead they post pictures or video of extreme sports and their sponsored athletes, by this way they are they are promoting the brand as a lifestyle rather than just promoting their products. Even though they get thousands of likes and comments on their posts, unlike other brands, they hardly ever reply to their fans, so they are missing opportunities to communicate with their customers; but Red Bull’s marketing strategy is differentiated from other branded companies. Therefore, the content which produced is different, plus the comments on the posts are admiration of the athletes instead of discussing about Red Bull’s products (Moth, 2013). This proves that they perceive Facebook purely for promoting a lifestyle rather customer relations and services like other brands do. In addition, they merged nearly all departments of their brand into their Facebook page including Red Bull TV, direct links to their websites and pages for future career opportunities and information about their sponsored athletes with their twitter accounts. Their marketing aim is to use Facebook to promote their lifestyle and to create Red Bull family (Heit, 2013).
Like they have more than one account on Facebook, Twitter is no different,...