Archive for the ‘Red Bull’ tag

Making a Splash at America’s Cup

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AmericasCup_RedBullPhoto Credit: Google Images

Baseball has the World Series, Golf has the Masters, Major League Eating has Coney Island…and Sailing has America’s Cup. Coming this summer to the San Francisco Bay, the best of best in sailing jump on board a vessel (with a price tag beyond the GDP of most small countries*) to tack, jibe, and lean their way to the ultimate prize. There’s nothing luxurious about this type of sailing – human beings are pushed to the absolute limit in some of nature’s harshest and most dangerous conditions. Leave your top siders and spritzers at home.

For us marketing folks out there, the America’s Cup series provides a much larger opportunity for brands to uniquely position themselves in front of a global audience on the world’s nautical stage. There are premier boat sponsors such as Red Bull and J.P. Morgan, fashion and style promotions from Prada and Puma, official race timing held by Louis Vuitton, even celebratory champagne sponsors Moet. Brands both big and small manage to find a place in one of the many consumer interaction points provided by the sport.

You then look at technology giant Oracle and its sailing enthusiast CEO Larry Ellison who secured the top spot as the 2013 America’s Cup Global Partner. Oracle and sailing (and winning) now goes hand-in-hand. Coming off a victory in 2010, USA and team sponsor Oracle are out to defend their high priced, high reward title.

This may all seem overkill for a sport that few consumers have tried and even fewer understand, but much of what these companies have learned is that there’s truly something special about the America’s Cup. Some mystique, some prestige, plenty of thrills, this sport truly presents brands in a unique and exciting way.

*We’re for occasional exaggeration

SPECIAL NOTE: MKTG INC sends our sincerest condolences to the friends and family of Andrew Simpson.

Written by: Andrew Ward

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Houston, We Have Mach Speed

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RedBull1Photo Credit: Chris Liao

What does it take to make a leap from the edge of space?

One might say courage, or bravery, in the ceaseless pursuit to push the edges of science. And another might say that quintessential human drive to forge a legacy—to leave your mark on the sands of time.

Irrespective of the reason, those edges were pushed on October 14, 2012 when Felix Baumgartner became the first person to break the sound barrier in free fall—without the protection or propulsion of a vehicle. Sustaining supersonic velocity for 30 seconds of his four minute free fall, Baumgartner and the entire Stratos team worked tirelessly for five years to surpass this significant scientific milestone.

To commemorate the historic event, MKTG INC concepted and produced a traveling museum exhibit for the Red Bull Stratos Project. Visitors were able to learn about the history of the Stratos project, the team members, and the key scientific discoveries gleaned from Felix Baumgartner’s record-breaking fall 38,969.4 miles up in the stratosphere. Interactive slideshows, video, as well as the actual capsule and spacesuit used in the project kicked off on May 2, 2013 in Houston, TX at the Space Center Houston.

The exhibit will tour around the country into 2014.

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Red Bull Crashes the Ice With Extreme Skating

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Red Bull Crashed Ice2Photo Credit: ©Joerg Mitter/Red Bull Crashed Ice

“Where all the women are strong, all the men are good looking, and all the children are above average.”  This is known as the Lake Wobegon effect.  As a native Minnesotan, Lake Wobegon is a familiar fictional town in Minnesota where NPR host Garrison Keillor reports the News from Lake Wobegon on his weekly radio show. Yet, when the 2013 Canadian Red Bull Crashed Ice team came to St. Paul, MN they practiced their insane skating trickery of 60 mph on this very real, yet enchanted lake.

2013 Red Bull Crashed Ice made a return to The Saint Paul Winter Carnival on January 26. A twisted iced encased obstacle course full of jumps and 90 degree turns attracted almost 200 international competitors and an estimated 115,000 spectators. The St. Paul race kept the native crowd fired up all evening long despite the arctic temperatures that plunged far below freezing and ice-cold winds on what is traditionally the coldest weekend of the year in Minnesota.

Using the St. Paul Cathedral, which has been voted as one of the top 12 most beautiful Cathedral’s in the country as a back drop, the incredible 400 meter ice track was the first time in history that the mayor’s office and the Archdiocese of St. Paul and Minneapolis approved such lighting of its building.

Red Bull’s never-ending extreme entertainment has successfully built its brand and has woken up this sleepy 127th year of The Saint Paul Winter Carnival into a must-see thrill, ultimately making it a “win” for both St. Paul and Red Bull.  I take my hat off to them (well, when I step back indoors).

Written by: Kathleen Scovel (Senior Director, New Business Development)

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Beyond Velodrome

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Staying true to their Dude- (not entirely Bro-) Centric sports sponsorship, Red Bull NZ created a pretty sick mini Velodrome complete with helmet-cams.

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Written by Katie Harrigan
Katie Harrigan

November 2nd, 2010 at 1:18 pm