I'm not an energy-drink person. The color and taste of the stuff kind of creeps me out; and, frankly, I don't need any more energy than what I get from my morning coffees.
That said, there's something I deeply admire about Red Bull. The company's content marketing is legendary (and I'm a sucker for amazing content). I love what the brand has come to represent: A no-holds-barred approach to sensory stimulation, experiential exploration, and total comfort-zone destruction.
So, when Red Bull launched its famous Stratos Jump campaign in 2012, I was enthralled.
Again, I've never had more than a sip of Red Bull, and I doubt I'll ever be a loyal customer, but I spent hours on the microsite that Red Bull created for Felix Baumgartner's 128,000-foot stratospheric freefall. I shared it with anyone who'd listen. If you haven't seen the jump, take a few minutes to check it out. I'm guessing it'll leave you feeling confused (who's crazy enough to do that?!)—and inspired.
In fact, just writing about it now has my blood flowing. If someone's willing to leap from 128,000 feet or jump between two moving planes (another famous Red Bull stunt), then what am I doing sitting at a desk?! (Goes to Amazon, searches for "IronMan training book," adds to cart.)
The Impact of Enablement, Enticement, and Enrichment on Brand Admiration
Again, I'm not—and won't suddenly become—a big fan of Red Bull's packaged goods. Still, I am a huge fan of the brand. I talk about it, write about it, and engage with it (primarily through Red Bull's media property, Red Bull Media House). I can't say whether that fandom has inspired others to buy an energy drink, but I can say that if Red Bull's content team offered me a job, I'd take it in a heartbeat.
So how has Red Bull managed to turn a noncustomer like me into a passionate brand advocate?
Josh Zywien is a content marketer who writes for MarketingProfs: Made to Order, Original Content Services, which helps clients generate leads, drive site traffic, and build their brands through useful, well designed content.