As the slogan goes, Red Bull gives you wings.
No doubt you have heard about the amazing skydive by Austrian daredevil Felix Baumgartner. He was 24 miles above the Earth with nothing more than a specialised spacesuit and a parachute for company on the way down. Oh, and he broke the speed of sound.
Organised, by Red Bull, Google is reporting that the live streaming on the drinks company’s YouTube channel was the highest simultaneously-viewed video ever.
There was also Red Bull branding all over his unique spacesuit and helmet as they took full advantage of the exposure created by the skydive.
With front page coverage on the national newspapers, countless TV and radio broadcasts, more than 3 million tweets and a TV documentary on the way, Red Bull will have undoubtedly achieved its internal PR objectives.
The only problem for Red Bull was the ‘pub talk’ element once the skydive had been completed. When people are talking about it with their friends in the pub, how many will say, “Did you see that incredible skydive that Red Bull funded and organised?” My guess is not many.
Red Bull got around that in the immediate moments following Felix’s successful landing back on Earth.
With visits to their Facebook page out of this world, an unfortunate spelling mistake brought about a lot of conversation surrounding the skydive, this time with Red Bull at the heart of it all.
Red Bull’s status update congratulated Felix saying that they knew they could count on him. However, the status update missed the letter ‘o’ out of count – much to the joy of 5,500 people who ‘liked’ the status before it was taken down.
All of a sudden, the ‘pub talk’ focuses on a different element with the conversation likely to be, “did you see Red Bull’s status update after the skydive?”
Only they will know whether it was a genuine typo or a strategic step in their PR activities surrounding the event.