A key aspect of Red Bull’s promotion is about creating genuine relationships with individual athletes, such as Robbie Maddison, who was able to achieve his lifelong ambition when he performed the first ever motorcycle back-flip over a raised Tower Bridge in London. Through supporting these athletes in pushing themselves beyond their limits, Red Bull is able to engage with consumers. Red Bull events provide experiences that excite, surprise and challenge participants and spectators.
For example, events in summer 2011 included Red Bull cliff-diving in the south of Italy and the Red Bull Flugtag event in Leeds. Red Bull Flugtag challenges brave and creative individuals to design, build and pilot their own home-made flying machines off a 30ft-high flight deck. Almost 100 Red Bull Flugtag events have been held around the globe. Teams are judged on the distance flown, as well as the creativity and originality of their flight machine idea. They also win points for their performance during their pre-flight speech to the thousands of spectators.
A key aspect of Red Bull’s promotion is about creating genuine relationships with individual athletes, such as Robbie Maddison, who was able to achieve his lifelong ambition when he performed the first ever motorcycle back-flip over a raised Tower Bridge in London. Through supporting these athletes in pushing themselves beyond their limits, Red Bull is able to engage with consumers. Red Bull events provide experiences that excite, surprise and challenge participants and spectators.For example, events in summer 2011 included Red Bull cliff-diving in the south of Italy and the Red Bull Flugtag event in Leeds. Red Bull Flugtag challenges brave and creative individuals to design, build and pilot their own home-made flying machines off a 30ft-high flight deck. Almost 100 Red Bull Flugtag events have been held around the globe. Teams are judged on the distance flown, as well as the creativity and originality of their flight machine idea. They also win points for their performance during their pre-flight speech to the thousands of spectators.
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