How Red Bull uses events and content to create brand lovers

This event report discusses how Red Bull has moved beyond selling energy drinks to organising a huge range of branded events, as well as controlling assets like soccer teams, Formula One racing cars and a music studio.

How Red Bull uses events and content to create brand lovers

Stephen WhitesideWarc

Red Bull's marketing success is not the classic brand-meets-consumer love story.

Indeed, it all begins with hate.

"We go out and we find the 'haters': the people who hate corporations being involved in their scene," Ian Trombetta Red Bull's head/brand marketing, told delegates at The Content Marketing Summit, an event held by NewsCred in New York during September 2014.

"And we talk to them. We sit down with them, and we find out ways we can actually build value with what they're doing. And, once...

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