Red Bull Crashed Ice Marketing through extreme sport

Red Bull Crashed Ice Marketing through extreme sport XEN 003 Communication skills Feb 2011 Suvi Poutanen

Red Bull – more than an energy drink • Dietrich Mateschitz, the creator (1987) and owner of Red Bull International • “It gives you wings” • Advertising – an aggressive international marketing campaign – sponsored activities – team ownerships

Companies benefit from sport sponsorship • From the article Event sponsorship as a value creating strategy for brands • The study was made by Dimitra Papadimitriou, Artemisia Apostolopoulou and Theofanis Dounis and published in the Journal of Product & Brand Management (2008).

Red Bull Crashed Ice – downhill skating competition World Championship Tour 2011 Jan 15 Munich, Germany Feb 5 Valkenburg, Netherlands Feb 26 Moscow, Russia Mar 19 Quebec, Canada Top 5: 1. Arttu Pihlainen 2. Kyle Croxall 3. Scott Croxall 4. Lari Joutsenlahti 5. Lukas Kolc FIN CAN FIN CZE 1800 1700 1400 820 810

http: //www. skatelog. com/photos/countries/cz/2005 -crashed-ice-150105 ih 16 -360 x 240. jpg

http: //www. snapme. ca/files/u 3/Space_ball. jpg

http: //www. lifeinquebec. com/wp-content/uploads/2010/11/Red. Bull. Crashed. Ice_Photo. jpg

http: //www. redbull. com/cs/Red. Bull/RBImages/000/441/306/original/QU_AA_NIEF_AA_4611. jpg

http: //www. redbull. com/cs/Satellite/en _INT/Video/Best-of-Red-Bull-Crashed. Ice-Valkenburg-021242956736275 http: //www. hockeyfans. ch/news_portal/bilder/23038_redbulldavos 2. jpg

References: • http: //findarticles. com/p/articles/mi_m 0 BDW /is_22_42/ai_75286777/ • http: //en. wikipedia. org/wiki/Crashed_Ice • http: //www. redbull. com/cs/Satellite/en_INT/ Events/001242745950157 • http: //www. premiership. com. au/pdf/Sponsor ship. pdf • http: //www. emeraldinsight. com/journals. htm ? articleid=1737941&show=abstract