Red Bull - Promotion

In order to penetrate the market, Red Bull gave out free drinks to encourage product trial since Mr. Kraihamer (Sales and Marketing Director) believed that the customers decide for themselves after trying the product, and all Red Bull needed to do was to be at the right place for the right audiences. The early adopters of Red bull were clubbers and dancers who used the drink to stay energized at late night parties. It was also used as mixer due to its ability to mix well with vodka. These aspects were critical to Red Bull as they provided the opportunity to expand into other markets using buzz marketing. Red Bull's strategy was a successful one, as the buzz marketing proved to be an effective and inexpensive method of entering new markets.

Red Bull's unique method of buzz marketing consisted of a series of clever product placements. Red Bull was known to hand out free drinks at clubs and bars, or leave empty cans on tables in trendy bars and pubs. Red Bull also deployed teams to drive cars, painted blue and silver, with logos on the side and a giant Red Bull mounted on the back, giving out cans of Red Bull free to "anyone in need of energy" at different ideal locations.

An initiative that helped develop buzz marketing in universities was to have Student Brand Managers, acting as brand ambassadors for Red Bull. The main job of this team was to explain the product benefits to consumers, design on-campus parties, increase publicity for Red Bull, research drinking trends and increase Red Bull publicity via student newspapers.

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