World Record Freefall Leaves Red Bull Floating on Air

12th October, 2012

Red Bull will reap the benefits of a death-defying 39 kilometre freefall stunt with its deeply embedded brand association, a sponsorship expert says.

Extreme skydiver Felix Baumgartner made it safely back to earth this morning after a perilous hot air balloon jump, in which he broke the sound barrier - and a 65 year world record.

The Austrian diced the air at an estimated speed of 1,342.8 km/h, leaving nearby revellers speechless but president of Sponsorship Australasia Bruce Kaider wondering "what will Red Bull attempt next?"

"The stunt is almost a perfect link to Red Bull's slogan and brand values, so I think consumers will definitely make the link (between the jump and the brand)," he said.

"Red Bull has successfully marketed itself as a supporter of extreme events... but they'll have to go to great lengths to top this," he added.

Kaider said events like take marketing into a new sphere and will force local advertisers to "try something different to appeal to the same audience".

"We're realising now that we have to be more creative to get our brands out there," he said, adding traditional methods "don't cut it anymore".

The sponsorship spokesman said he would not be surprised if local brands took inspiration from the freefall stunt and take experiential marketing to a new level.

"I'm hoping it's something we'll see more of in the near future," he said.

Source: B&T