Marketing Campaign Redbull
Autor: achrag • March 30, 2015 • Coursework • 855 Words (4 Pages) • 892 Views
Digital Marketing Research proposal to evaluate a digital marketing campaign
Company Red Bull
Product Red Bull Energy Drink
By Chirag Malhotra UM14197
Digital Marketing - Digital marketing is the modern age marketing tool which uses the power of the electronic media ranging from the mobile apps, podcasts, electronic billboards, digital television to radio channels. Internet of things(IoT) has also made this once abstract concept in the marketing jargon a reality which is as we may less politely put it "In Your Face". The clear segregation between the digital marketing and the traditional ones is in the reaction time which the campaigner in question has, while in the traditional campaigns the company which ran the campaign used to wait and gauge the reactions of the customers in the digital ones the reaction is real time. Decisions are made real time using the data trails of the users which gives a clear indication about their tastes and behaviour. This helps the companies to fashion their advertisements campaigns more in line with the current prevailing consumer tastes and preferences.
This assignment will focus on the digital advertisement campaign carried on by Red Bull for its product Red Bull Energy Drink which operates in the energy drink universe.
The enrgy drink market in India is still in its nascent stages and competes largely with the soft drink beverages segment. The energy drink sector is estimated to be around $5million in terms of revenue turnover with a potential growth of 100% in a coming few years, primary drivers being the increased disposable income by the Indian consumer base as a result of the GDP growth of 6% YoY.
Research Objectives
The primary objective of this research paper is to understand the conceptualization of the marketing campaign #AirDrop initiated by Red Bull. The research will also focus on the execution by the company and the corresponding traction that this marketing campaign could garner.
Campaign Name: #AirDrop
Product Red Bull energy drink
The #AirDrop marketing campaign is said to be Red Bulls most successful guerilla marketing campaigns. The prime objective of this campaign was to leverage on the brand image of the energy drink of being spunky and the late night party circuit appetiser and make it ubiquitous targeting specifically the age group demography of 18-28.
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