Part 6/9:
In addition to traditional marketing, Red Bull's strategy of engaging in extreme sports sponsorships fosters a deeper connection with consumers. By associating its product with thrilling experiences, consumers feel more than just passive viewers. The brand also masters "story-performing," creatively generating narratives that highlight its adventures, like the historic 2012 space jump by Felix Baumgartner, which ultimately proved to be a $50 million venture generating upwards of $6 billion in global media exposure.