Instead, it was Mateschiz’s plan to promote the brand in a way that would go way beyond reach and frequency of coverage. He wanted the brand to hit young people right in the face in a way that they experienced Red Bull to the fullest. He wanted to engage customers through activities so meaningful to them that deep relationships would form quickly.
With that philosophy, Red Bull’s promotional mix evolved into what it is today. The following descriptions are just a sample of Red Bull’s promotional techniques.